Why are people always surprised shit is bought from some manufacturer and marking it up? People aren't paying for the material or product, they're paying for whatever it represents and to support the thing selling it.
Edit: And Pippa agrees. You're not paying for the material, you're paying for the branding.
Edit 2: Kirsche is kind of right, but stores need to learn how to mitigate scalping, not just hope people change their nature. Microcenters in my area had good ways of handling.