I was told by an AD in Hawaii last week that this is the new normal. Designed to protect loyal Rolex customers from the grey market prices. He said to me with a straight face and all sincerity that the only way to get one of the more desirable watches was to buy the ones they had in stock and 'earn the loyalty' of Rolex before they will consider adding you to a list of the desirable ones.
Maybe one heavy handed sales tactic from a dumb AD, but either way... this whole thing is stupid.
I've stopped looking at them now as a brand. They have disappeared inside themselves through a specific orifice.