In the end doesn't the selling Two-Bad to loads pretty much even out with a handful that will overpay? You are not reaching as many customers but your profit/loss is still the same and its actually better for you since you only have to pull it off once.
I don't see it as unsavory as much as standard business, its a hot figure that was just made that much hotter. Its win-win for retailers
I mean lets call a spade a spade, people like us who mark up product to earn a profit are not exactly sitting on the best ground to be arguing "ethics and morals", if we were we would be offering things at cost or close and making no money.