As a collector, I agree that Mattel should lower the 10 figure limit. From thier perspective though, they don't care - they just want to sell the figures and not get stuck holding stock. But if they are selling out this fast, then it would seem foolish not to increase the numbers somewhat. They don't get anything from the secondary market, so any people who can't get the figures due to sellout are lost sales/revenue.
Because it's a new line, and somewhat of an unknown commodity for demand, I think it'll take them a few figures to get it right. But hopefully very soon they will find a balance so that he figures remain available for about a month, and then sell out right around the time the new ones hit.