This actually concerns me too. Perhaps lego has become too big for its own good. Hot Wheels is facing a similar backlash with their recent change to its RLC program where they no longer cap the number of membership per year. So these old members are going from ordering 2-3 cars per release to having to watch these ebay "resellers" selling what they claimed to be rightfully theirs for $200 after getting an L on these. These older members can't adapt to things selling out in seconds. Basically if you don't click checkout within the first few seconds the moment the clock hit 0, you are basically out of luck as they put you on queue once you put the car in the cart and click checkout.
I remember when the first few creator car sets used to come with a miniature versions of the car such as the mini VW camper van and mini Mini Cooper. Mini Cooper was actually the set that brought me out of my dark age although by the time I made the choice to order my first set, the mini mini cooper sold out. I still bought the set for the full price but just to give you an idea, I never try to buy anything for a full price.
Honestly I think none of this would've mattered if it weren't for these Covid lockdowns. Most of the Lego sets were available for 20% soon after release from the other retailers so GWP was an incentive for us who were willing to purchase the sets for full price on Day one from LEGO directly. But now, with every set selling out for months and retailers having difficulty keeping items in stock, there are no discounts to be found for most sets at least here in Canada. If you see a set on Amazon.ca for a discount, chances are it is not a lego set. At this point, Double VIP points without any GWP seems like a good deal. So if people outrage over GWP that doesn't even have a special unique piece, perhaps LEGO is thinking why even bother when even when we offer these "free gifts," people are still angry. Perhaps it is the limited nature of these GWP but then I mean how many of these free sets are they supposed to make? LEGO is a business after all. What I am afraid is that they would no longer offer these as a free item. I remember even before Covid, sets like Tumbler and Saturn V were still selling out instantly even without a specific GWP. Already LEGO is making us use our VIP points for these really limited GWPs now.
Which is why I find the recent release of the new Creator Porsche set very intriguing. I've purchase most of the Creator Expert car series on day one. And I know some of you don't find this particular set good enough but I thought this set was perhaps the best creator car set aside from Mustang ever to be released. And yet I still haven't bought one because we didn't get a GWP in NA and I don't think I am the only one here. And besides Speed champions sets, these are the only sets that I actually open, build and display as I don't have too much space to display anything. And honestly for Mustang, all it took LEGO for me to buy on Day one was a Keychain and a bumper sticker. And not surprisingly, the Porsche set never sold out once. It may have gone very briefly on backorder once after almost a month of its release but never temporarily out or stock. And I don't know about you but I find car sets designed by Mike Psiaki to be the pinnacle of LEGO design. So it is interesting as to how much these exclusive GWP help with the sale of a new launch. I bet a lot. I think NASA shuttle was received really well at launch and it still hasn't sold out once and is still stocked in my local stores, one of the busiest in NA. I bet if LEGO made the same production run of GWP as the first batch of Porsche or the Shuttle, there is a high probability that these sets would've sold out, which would've still triggered those who missed out.
So obviously GWP is a marketing tool but when a marketing tool don't lead to tangible sales but instead leads to animosity towards the company that is striving to provide only the best, what is the marketing team supposed to do? Maybe it was their goal to have things sell out this quickly. Or perhaps not and they will try to scrap these limited GWP specifically tied to a launch of a special set. Perhaps they smell a new opportunity. Honestly I thought they were already overstretched in terms of their selections but they weren't afraid to release VIDIYO sets. And I honestly don't think people were this mad when Batmobile GWP sold out and I think it sold out rather quickly for a really well received GWP back then. I think Yoda lightsaber was the first one of these so called limited GWP in a yellow box that really got people angry. Meanwhile, good sets still sell out without any GWP. Older members at Hot Wheels RLC are already throwing out the idea that they are willing to pay more for a car if it meant guaranteed cars for themselves. I mean there is a definite arbitrage opportunity with these limited releases or with any release at this point. Meanwhile, the LEGO Marketing team is trying many new things and most of these new ventures are turning out to be horrible ideas. So I don't trust LEGO to make a good marketing decisions. I love LEGO's design team which is why I spend a significant portion of my income in LEGO. God I hope LEGO don't increase the price of the set even more to offset the cost of a GWP or worse yet just release it as a new product. I think I am personally ok with spending VIP points for these special gifts because I don't have to buy these expensive set I am not particularly interested in just to get a yoda lightsaber. So after all this if you are still reading this, all I am trying to say is that I am ok with how LEGO is doing with these limited releases... until I can't get 'em. Then all hell break loose.