How will he avoid the secondary market if that his objective? He will be indirectly exploited and 90% of the earnings will be passed to add-nothing intermediates.
He gets the good will of reasonable prices while keeping the prestige of long wait times, so from a brand perspective, he's still doing well. He can't prevent scalpers right now. But even if he sold to maximize profits today, people in the future, even in his lifetime, can make super profits off even higher prices. This happens to artists whose earlier work sell for millions, while they see no benefit from those sales, except high prices for newly-produced art.
