If it was an auction, then the consumers can blame themselves but if the base price was set so high as to never return a profit, I'd be pretty pissed at myself for making that mistake and pissed at the company for exploiting it.
Why is it a businesses obligation to ensure you can return a profit on items you purchase from them?
The business is obligated to provide to you what they have advertised, at the agreed on price. No more, no less.