If it bothers the dev that much, have the company release the limited aspect to every purchaser.
I mean, really. This is a natural consequence of artificial scarcity. There are people who have enough money to drop $20k+ on a custom made knife. Why would virtual assets be any different? Although, to be fair, whomever the dev is may not have any control over that aspect of the game.
EtA: There are some nice physical bennies. While I was initially outraged by the stock price of $270, I can see a limited run that includes physical items for the "true fans". That makes sense. I thought initially it was all digital. And, you certainly can't "make enough for everyone" without significant logistical forethought.
But, even so, there are always people willing to pay to cut in line, and people who would like the money more than the gear. "It's just business."