I have a friend, she has one of these very cool new iPhones. She is happy. Expecially because she is one of 5 of 50 customers who wanted to have this new gadget on Friday. The shop she went to only had 5 :(

The phenomenon is not new!  Whenever apple launches a new product its fans get mad about this. But Apple does a poor job in using this wisely. Have a look at this very interesting note from Seth Godin about scarcity.