You have to admire Hodinkee, they've created a situation where people feel compelled to spend thousands of pounds on a watch they haven't seen (or might not have seen) simply because they know it will sell out in minutes and to delay is to risk having to pay a flipper's ransom. You can hardly blame them for exploiting their clout, but wouldn't it be interesting to see what would happen if they released an ugly watch that people decided they didn't want, it would only take one misstep for the spell to be broken - or would it?