Seems more like damage control from Bitmain. I'm sure they want to get rid of their S9 and other lower efficiency sha256 miners without having to worry about potential buyers being scared off by the coming wave of difficulty increases. They also don't want to be viewed as giving preferential treatment of promising large orders to insiders while limiting others to a single unit per order.
I think by the end of the year many of us will be mining with S11 Antminers. We'll see how accurate that belief is soon.
Think you're right and it's also likely that the reseller posts are indeed scams. No Bitmain reseller would risk their relationship by doing something stupid like this.
Moderator's note: This post was edited by frodocooper to remove a nested quote.