Not everyone has been in this hobby since they were SIX years old. :)
I've been getting sets for like 3 years and there are a lot of characters that I can only get by overpaying. And TLG doesn't get a dime from it. Of course there's value to Lego in creating scarcity for some things, but there's scarcity to spare.
Plus, just change a print and the scarcity remains. That's just for named characters. Add a clone pilot in there and they make even more.