It looks like a great marketing ploy.
Now that we are all jazzed about clicking ASAP, rushing to add ourselves to the list of potential winners, they put up regular merchandise for a limited amount of time. I fell for it. I immediately clicked and GOT IT (the ability to add it to my cart). When I realized, I just didn't add it to my cart. This is like any other item of merchandise on any website. They just have us conditioned to click immediately.
Ha. Good for them. It worked!