Playing the high-low-middle game is common in sales; it's to provide the perception that you, the consumer, are getting a good deal. The reality, you're getting screwed, and it's your fault for not shopping around. I never said it makes it right, or just, but in a free market, half the onus is on the consumer as well. And no, this isn't the first time Amazon has pulled shenanigans like this. Even before the BitCoin craze, I've often found video cards to be at or exceeding MSRP by a great margin. Sometimes you can get a deal but avoid the hype and know the MSRP before you buy.