> At the end of the day demand is so high for these things even taking dissatisfaction into account it really isn't costing the retailer anything at all...

Well, the retailer only cares enough to look like they care enough so that they don't garner negative press.

The retailer really only cares that they sell. Yes, the retailer would like to capture some of that scalper premium but doing so without also alienating the customer base is difficult. (see: Ticketmaster--whose almost sole purpose is to serve as a blame repository for egregious ticket prices)