... except you can't walk into a retail store today and buy it for $500.
This is standard supply and demand. Since we're still a week away from these phones being retail accessible, you'll pay a convenience tax to get it today. Sure you can get it cheaper on eBay, but if you really wanted it then and there, you'll have to pay.
If you were so inclined, I'm sure you could have negotiated it to about $900.
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