Yes - the companies selling the tickets need to have a financial stake in stopping the bots. Without a financial motive, the ticket sellers will continue to have crappy code. Currently, the incentives are all wrong. The ticket sellers sell tickets quickly and get all their fees under the current system. The bulk scalpers are good business for them, and they have no reason to stop them.
If anything, the ticket sellers should be required to have a system that prevents bulk scalping, with penalties for failing to do this.