I live in Europe (GMT+1) , so as you can imagine the timing of these sales are not exactly that convenient for me. But if I really wanted them I could set it up in various ways. As things are now, I am just making sure there are some ways in which I will be notified quickly. If I miss it, I miss it.
I am fairly sure that no matter how you sell them, there could always be an argument about "unfairness" even if it was all a big lottery with each interested person having an equal chance of winning. Even then, you could argue that completely randomly distributing them is not fair either. And for those who truly want them, this would be even more frustrating, because that would mean there is truly nothing you can do to try and get them.