This is starting to remind me of that South Park episode where Cartman was left in charge of an amusement park and he stopped letting people in and over time because people felt excluded from the park they wanted to go in more than ever now despite not caring before. Then other restaurants and businesses started using that strategy by not letting customers in so they become more interested to go in.
The more excluded people are from the product/service the more they want it. I think that is the strategy they are employing here?