Yeah it would be all re-sale. They only do limited drops and production runs a few times a year. I was able to snag a limited edition coloured one about a month ago.
It's a steep price point regardless, 249 on their site but if you're into retro handheld gaming you can't really go wrong. Really impressive handheld.
Runs SNES, NES, Genesis and a lot else on top of the original GB, GBC, GBA stuff.