This is no different than ticket scalping, and as hard to prevent. Whenever people see a chance to make an extra buck, they will. Limiting sales to 1 per person is a step in the right direction, but won't totally end scalping. Would you sell your ONLY ticket for $100? Many would. Another idea, issue wrist bands attached by a store employee that must be cut off after the sale. How about if Apple, for in store purchases, wrote a code in the software that required an unlock code emailed to the buyer. The unlock code must be entered from the buyers iTunes account. Never happen, but at least would slow down scalping.