The reason it went up in the middle of the night was to limit traffic and not crash the website. The reason it sold out so quickly though has a lot to do with scalpers and the computer bots they use to automatically buy a specific item on a website when it becomes available...once you set it up you don't have to do a thing to monitor the site...the program automatically purchases the item, usually multiples. These bot programs are available for purchase just like any app. The user just installs and sets up for whatever item they want. Scalpers want to buy up as many SNES Classics as possible to resell on eBay at ridiculous profits, as with the NES Classic. These bots are becoming more prevalent, and WILL ruin online shopping for highly sought items...think Black Friday or cyber Monday.... ruined for the average person.