Scalpers are in a frenzy over the 30th anniversary Pokémon TCG set, and it’s quite a sight.

Pokémon collectors who managed to grab the 30th Anniversary card set recently are thrilled with the impressive pull rates. Illustration cards seem to be popping up in nearly every Pokémon box, much to the delight of fans who have felt let down by stingy sets like Ascended Heroes over the past year. However, while true Pokémon enthusiasts celebrate, another segment of the community is throwing a fit: resellers.

A flurry of posts from various Discord servers has gone viral in the past few days, each more outrageous than the last.

“I am furious,” states one recent anonymous Discord post. “I paid a bunch of local homeless people to wait in line for the 30th drop. I promised them 50% of profits on all sales or $200 cash per Elite Trainer Box they secured… I’m losing about $150 per ETB at current prices.”

Another frequently shared Discord post begins, “I’m seriously thinking about taking legal action against Pokémon. It’s outrageous that they didn’t disclose print numbers, pull rates, or the actual supply… honestly, this could be a RICO violation if we find out they did this on purpose.”

While the authenticity of these viral Pokémon posts can’t be confirmed, they reflect the frustrations of many resellers I’ve encountered in various Pokémon restock Discord servers. Over the past few days, I’ve seen numerous disgruntled individuals lamenting their 30th Anniversary purchases. In one case, I watched a guy spend hours on a Discord server expressing his excitement about the set until he pulled a Gengar Prime Classic Collection card.

Many view this Gengar as a “chase” card—so what was the problem? The man believed it would be worth more than its current market value of $104. Before checking the price, he had eagerly shared images of his prized Gengar. Just a day later, he was flooding the same Discord with messages about how “BS” the pull rates were and how they had dampened his enthusiasm for a card he had genuinely loved.

Reactions like that of the Gengar collector are mild compared to some of the outbursts on social media. Unattributed posts show scalpers burning their ETBs or making racist comments. While it’s easy to mock these individuals, it’s important to recognize that this is the culture fueling the current Pokémon boom.

Most popular Pokémon TCG videos feature people opening packs without even glancing at the so-called “bulk” cards; if a pack lacks an art card, many simply discard it and move on to the next. Reaction videos rarely focus on someone’s favorite Pokémon; instead, they center entirely on the monetary value of the cards. New fans are now attaching price tags to sleeved cards, much like vendors do. Videos of Pokémon “investors” advising others on what to buy have become a genre in their own right.

Average fans likely don’t engage with the hobby in this manner. However, it’s clear that the value of Pokémon cards is the most prominent aspect of TCG culture. There’s a reason that the fine art market and actual millionaires are taking notice—and it has little to do with nostalgia.

Yet, when a scalper laments their failed attempts to profit off the unhoused, it’s hard not to chuckle. Everyone was shocked when GameStop announced its $99 ETBs. Even highly sought-after modern Pokémon boxes are selling for well under $150. Going into credit card debt with the expectation of making hundreds off a single 30th Anniversary box is, frankly, inexcusable.

Retailers are clearly intent on squeezing Pokémon fans for every last penny.