They care a little, because establishing relationships with (and gathering data on) real customers is more valuable than having single entities hoovering up all the supply. Further, real people often buy more than one item. I'm sure you've noticed retailers putting limits on specific items before.

> Further, real people often buy more than one item.

But... scalpers do this, especially so. As far as a retailer is concerned, a scalper is every bit as 'real' as any other customer.