It sounds bad, but if you read the part of the article that was snipped out you can see why they are doing this. This is a limited trial for a high demand product. Some guy was trying to sell his pair on eBay and bids were up to $90,000.
So, not so evil after all. If they keep the policy in place after they become available to the general public, then that's another story. But I highly doubt that will happen.