Dumb. Just let people pre order what they want in advance, then make to those orders. If you need to limit the window to a day or two, it's still a million years better than what we have right now. They can also limit the quantity per purchase. Wouldn't completely kill the resale market, but would damage it severely while at the same time getting the shoes to the people who actually appreciate the shoes and not any other side nonsense and bull****. Most companies with in demand product make an effort to reach their actual consumer base and produce as much product as they can sell, but apparently Nike is happy to guess at production numbers still like this is 1985 and then shut off customer service avenues because they get too many complaints to handle them.
For as forward thinking as Nike has been with shoe tech, their retail concepts are beyond outdated. I'm not sure there is anyone in the world who actually enjoys the Sneakers app, which is funny but also a great example of Nike's complete failure in reaching it's consumers, especially it's most loyal. If you are a long time loyal Nike purchaser, they have nothing for you. It's really quite bizarre if you think about it.