As it is, scalpers/bots have been cashing in for a while, coining it from cashed-up people, so flipping that would make sense by a company and taking advantage of that to help reduce/fund a lower price down the line quicker.

Another way would be to auction of X amount of units, then those with cash can pay through the nose directly and again, the company gains and by that, so do normal consumers on a breadline, as it would help reduce the cost quicker down the line for the rest of the purchasers.