I think, somewhat ironically, some of the posts here answer the original question. The constant fear of scarcity makes those willing and able to repeatedly buy and stock their favored blends, even when they have enough to last well beyond their lifetimes. I'm not hating on that. Far from it. I'd do the same if I had greater space and income. (Though, as an aside, I wish to say I am rather happy with my lot, in terms of this hobby and just in general.) But if you have a small but devoted consumer base willing to buy your product at bulk quantities for individual prices, well shieeeeet. There's some good money to be made from that.
Make no mistake: tobacco is a tough business, and a niche system like piping even more so. Still, why tell anyone a popular brand is being discontinued, when the simple but omnipresent fear alone propels your customers to buy?