Marvel completely shot themselves and comics retailers in the collective foot by the way they handled this. I stopped at Big Planet at lunchtime and the phone was ringing off the hook with people calling for the Obama cover of Amazing Spider-Man 583 - which Big Planet didn't have due to the way Marvel released it. Marvel isn't going to make any money on the secondary market for these, and most retailers won't either.
What if you invited people to a party and then didn't actually have it? That's pretty much what Marvel did here, leaving all kinds of money in people's pockets instead of providing the comic book that they did want. It's no wonder that comic books are in trouble, with sales falling year after year, if this is the way they market them.