I think this is a decent policy that should apply after the original customer pays. It only takes 2 minutes to place a "pre-order" on your website, so folks that never had any intention of buying should not be financially rewarded if they don't have any skin in the game.
Make the original buyers pay to find out who is serious and purge the queue, and if they decide to sell afterwards you can help facilitate transfers.
This is a more decent way to do it, at least this filters out the small-scale speculators. There's nothing wrong with this and it actually does exactly what they want to do. I don't really understand what mental mixup made them create the system they claim to have now. By far the best is just disallowing order transfers. Buyers should be cautious when buying from others, that's the end of it, it's not the manufacturer's fault or responsibility that they weren't careful and got scammed.
In the end the core issue is that this queue exists, it doesn't make any sense.