Well it's a stupid move on Springfield's part. They are gonna make an overpriced AR with some fancy bullshit engraving on it.
Sadly there are sucker's born every minute. There is something about creating scarsity or the idea that very few can have it. Look at supercars, limited editions of all kinds, 'fine art,' etc.
In my business, if my client wants me to realize the top price and they can handle it, one of the tacts is to price low and build up a strong sense of scarcity.
I do this by seasoning a property - It is listed on the MLS for sale but no one can see it for a minimum of 7 days and a max of about 10 days.
Then I schedule every single person to see it at the exact same time.
Sometimes it is 4 or 5 and has been as many as 80. This gives others the sense that, "If I'm to get this property, none of these folks can get it. I better put my best foot forward, or not put it in at all."
In my biz, people have 17-21 days to get 100% of their deposit back so my conscience is clear - no guns are used to get two people to exchange something for something.
The SA deal is just a similar tactic, different product.