How Is This Different than eBay Sales?

Every year, Surly Brewing Company in Minnesota releases Darkness Imperial Stout.  They brewed almost 20,000 bottles this year. Except for one liquor store, the beer retails for less than $20.  Surdyk's, a giant liquor chain in Minneapolis, sold out if it's allocation for $39.99 a bottle, prompting cries of a boycott. I want to know why people are outraged. Go on eBay! I'm sure you can find a bottle for $150!

Seriously, why are people upset about this?  We buy beer from people on eBay at hugely inflated prices without a second thought. Where's the outrage about that?