Realistically nothing, retailers selling the products don't care who they sell it to, you'd need Sony to get super pissed that it was giving them negative PR. And even then, are they really going to spend time and money implementing and enforcing a purchase limit to goods they sell just for one product from one company? Very doubtful, I've experienced the hell of trying to get a big company to get their website team to make sensible and easy changes for third party sellers using the platform and it is an impossible task.
Beyond that, scalpers themselves will always exist as long as there is room to make money. As long as consumers are willing to pay over the odds because they won't wait, they'll never go away. A product can sell well and have limited supply as long as nobody is willing to pay over RRP.
Beyond that, scalpers themselves will always exist as long as there is room to make money. As long as consumers are willing to pay over the odds because they won't wait, they'll never go away. A product can sell well and have limited supply as long as nobody is willing to pay over RRP.