[vmception]

Adidas and many companies don't raise the MSRP specifically because they know they have a price sensitive audience and reputation. This gives them plausible deniability about the real demand and more accurate market based pricing, the ability to sell an additional product and financial exposure to the volume in the secondary market anyway.

Correct, they get to profit off the inflated price, and they finally get to acknowledge their speculator purchasers who they've been ignoring for decades. The speculator purchasers feel like they have a more even playing field.