From reading some of the - quite frankly hysterical - reporting, many people have failed to grasp Amazon's lightning deals concept: you've got 3 minutes max to grab an item, and it's the luck of the click whether you get in there first or someone else does.
It's rather like the last three minutes of an eBay auction - you have
no idea how many other people are wading in, or indeed whether the
system will accept your bid in time.
Of course most people haven't got a chance - that's the entire concept of these super bargains. If everyone could snap them up, Amazon would go bust!
Interesting, though, that people don't expect Amazon - recently voted by the British public as its most trusted/respected brand (taking over from John Lewis) - to engage in such theatrics.