To those that say it is all about brand image, I have one friendly bit of counterpoint. Scarcity is good for brand image as long as you eventually get to scratch the itch. What good is brand image if no one can ever buy it? Seems to me like it would have the reverse effect. It is hard to get a gold iPhone 5s right now, but in 2 months I'll be able to walk into any store and get one. When will I be able to walk into any store and get some Pappy?
In either case, this doesn't really work when you don't really reward these people. As it stands now, it seems like each retailer is getting less and less no matter how much regular BT product they sell.