This is also possible because they are only selling through their website, while other consoles go through retailers. I'd actually prefer a retailer just for doing this over one that was first come first serve.
It’s effectively closed off to new accounts too, which significantly reduces the effectiveness of bot campaigns
When the Xbox 360 came out decades ago, the store I got mine from did this. They had like 10 consoles and there were like 200 people there. They did a raffle for the consoles and I got to buy one. It felt like I won the Xbox even though I still had to pay for it.