Probably depends on the registry. But two scenarios I see likely as happening:

1. Registry has a deal with registrars to sell premium domains at inflated premium rates (eg .tv domains)

2. Once sunrise period for TM holders is over, they are opening the registry and all the registrars offering pre-registration are treating it like the expired domain drops and hammering the registry to try and secure domains the millisecond the registry opens up. People bid/pay registrars to do this on their behalf.