That practice is rather commonplace, actually. The biggest example I can think of, because I work in the field, is with cell phones. ATT has exclusive phones that Verizon doesn't have. Verizon has phones that ATT doesn't have. Happens with collectables as well. Walmart and Target get exclusives in trading card lines. Toys R Us gets exclusive things. Not saying it's right, but I think the ship has sailed on it not being that way. It's already engrained in the economy.