All founders on HN when they see this no doubt have a twinge of envy. Imagine creating a brand so successful that you could do this.
I wonder if in a long run this actually injures the brand.
A Veblen good is a type of luxury good for which demand increases as the price increases, in apparent contradiction of the law of demand, resulting in an upward-sloping demand curve. A higher price may make a product desirable as a status symbol in the practices of conspicuous consumption and conspicuous leisure. A product may be a Veblen good because it is a positional good, something few others can own.