So, if BMW's website has an error where say a £29,999 new M2 is advertised for £2,999 you'd all expect the company to bankrupt themselves selling their stock at a 90% loss?
is not the best comparison giving the numbers.
'In this case a wrong price was displayed for around three minutes, and a small number of customers bet at the incorrect odds.'
on 23 november shortly after Black Friday the biggest online company from Romania, Amazon alike made a mistake in Resealed category all products having a value of 20 cents - 2 euro.
Galaxy S4 worth 325e at that time was bought for 20 cents
LED Smart TV 3D Philips, 117 cm, Full HD worth 1000e was bought for 70 cents
Ultrabook Dell Studio XPS Duo 12 worth 1100e was bought for 70 cents
switch Cisco Catalyst 2960 worth 2700e was bought for 1.70e
in around an hour 730 products were bought and the loss was 23.0000 euros. after sending an apology email stating that the price was not right, and like in this case a shitstorm started, company decided to honor all orders.
it was no publicity stunt as they are the biggest here and had the most successful black friday in 2014. nobody expected the outcome. very professional. in 3 minutes a small numbers of customers placed bets there. that could have been handled and look profi and customer care.