The shipping cost is what gets me. $5.25 on a $10,000 box of Twinkies.
There are talks now of Twinkies sticking around despite the near bankruptcy of its parent company, Hostess. What I enjoyed seeing most throughout this whole Twinkies saga was the ridiculous offers on eBay (such as the one shown above). Things are perceived as being far more valuable (sometimes absurdly more) when they are rare.
How can you incorporate the principle of scarcity into your brand?