And here many times I'll look for the closeout deals when it's the last one and a shop wants to get rid of it.
But seriously, there can be a herd mentality where if others are buying, folks can be enticed to buy, often at a premium. My thoughts is know what is the going rate and go from there. I know how much I am willing to spend. If a shop doesn't have it at the price I want, fine. I have paid a premium for a specific gun to be brought it, but it was still at a price I was good with.
The part about not naming shops. I'll be open about where I shop. If folks want to shop elsewhere, up to them. That said, if I came across a shop that outright ripped folks off or did some shady $hit, I'd have no problem putting them on blast.
To add to that, the "enticement" can take the form of someone who's been mulling over making a purchase and just hasn't pulled the proverbial trigger. When they see prices rising and/or inventory being depleted, they might get off that fence and make the purchase sooner rather than later.
These people are often waiting for a sale or a great secondhand deal. Regardless, they aren't following the crowd as much as trying to beat the crowd before the situation worsens even more.