In governance, sortition is the selection of public officials or jurors at random, i.e., by lottery, in order to obtain a representative sample.[1][2][3]
In ancient Athenian democracy, sortition was the traditional and primary method for appointing political officials, and its use was regarded as a principal characteristic of democracy.[4][5] Sortition is often classified as a method for both direct democracy and deliberative democracy.
For example, Panini (sports card manufacturer) did Dutch auctions on boxes of new card sets during the peak of pandemic collectible mania. The majority of customers that were willing to pay the highest prices on Panini's website were card breakers, which are people/companies that sell "spots" in livestream box openings (i.e. customers buy the right to all cards containing players from a certain sports team before the box is opened).
For the Steam Controller that's very clearly at least partly what's going on. Valve's "we didn't expect the demand!" schtick is getting pretty hard to buy when they clearly expected around the same expectations for V2 as for V1. PC gaming usage has grown massively since the first controller came out.
Another way would be to auction of X amount of units, then those with cash can pay through the nose directly and again, the company gains and by that, so do normal consumers on a breadline, as it would help reduce the cost quicker down the line for the rest of the purchasers.
Everyone else could get into the second round raffle for a chance to buy / place in line.