It's not just that the supply is shrinking. It's that there are eyeballs observing that the supply was shrinking, as it happened. I am a firm believer in supply and demand dynamics. But if the supply shrinks without any information being provided to the market, it has very little effect.

I believe the beta pack marketing efforts you highlighted, up and to the final sell-out, was more important to the market than the supply itself. Though they obviously went hand-in-hand. If the supply wasn't shrinking, there wouldn't be anything to highlight in that area, as such.