Does "do unto others..." mean or imply unethical or immoral? If so, how is what alphie proposed unethical or immoral? People will be bidding on Ebay for a PS3. Ending sales price is set strictly by the demand of the bidders (assuming no shill bidding). People have the ability to do what it takes to be first in line at retail to get the item when it hits shelves exactly like alphie. Is capitalism itself unethical or immoral? Is Sony unethical or immoral for not manufacturing enough PS3s to satiate demand immediately and in totality? Is Walmart or other retailer unethical or immoral for not placing a limit on the number of sales to a particular consumer? All a bunch of if's and questions, but, you know, I'm a pain in the ass.