I don't know if it's intentional, but I really believe that the several reminders by email and social media about the upcoming sale, combined with claims that they'll sell out quick and be gone for a long time afterwards, drives up the demand by those convinced they better act now even if they're unsure. I think they're doing this because they don't want people to lose out by being too relaxed about it, but seems to me like it's at least partially causing the mad rush.
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