{
  "id": 11405989,
  "title": "I hate having to prove my brand loyalty just for the chance to buy hardware at full price",
  "url": "https://urgent.news/2026/10/02/i-hate-having-to-prove-my-brand-loyalty-just-for-the-chance-to-buy",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-02T09:13:11.000Z",
  "source": {
    "name": "PC Gamer",
    "slug": "pc-gamer",
    "url": "https://www.pcgamer.com/hardware/i-hate-having-to-prove-my-brand-loyalty-just-for-the-chance-to-buy-hardware-at-full-price/"
  },
  "original_language": "en",
  "account": "Scalpers are universally despised for their practice of purchasing limited hardware stocks at full price and then selling them at exorbitant prices. This issue has escalated, prompting various vendors to introduce anti-scalper measures. Sony Japan, for example, has introduced an anti-scalper lottery system for PS5 Pro orders, requiring applicants to hold a Sony account registered in Japan with at least 60 hours of gaming experience on a PS4, PS5, or both consoles. Although this measure aims to deter scalpers and is relatively simple for legitimate users, it still raises concerns about brand loyalty tests and their implications. Valve has also implemented a reservation system for the launch of the Steam Frame, requiring users to have a Steam account in good standing and a prior purchase on Steam. The vague definition of \"in good standing\" adds to the confusion. The author, who has flown internationally to secure hardware at its original retail price, believes that such brand loyalty tests and runaway pricing due to the memory supply crisis are not ideal for consumers.",
  "summary": "My kingdom for a reasonably priced and readily available bit of kit.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}