I've had some interesting (some negative that I won't publish to the blog) comments on here and at the store. So I just want to say this.
To sum up why I handle the rare stuff the way I do is this.....
It has taken me many years to build this store into a craft beer store. The reason I have been able to do this is I have a great bunch of folks as my main customer base. These folks have been good to me, loyal, (they shop elsewhere too, but that's fine. I'm the go-to store for most of them.) These are the folks who bring in friends, and refer people to me as well. They bring me homebrews, beers back from a vacation, super rare beers to share with them.  They have become my friends, and expect nothing from me when the rare stuff comes out, except the opportunity to get something once in a while. They understand that there are only a small amount available and many of them.  They do not expect EVERYTHING. Nobody gets everything, it just can't happen, especially when there are only 12 bottles of something. They don't say things like "make sure I get one", " You'll save me one, right?", "one of those will be mine!" or my favorite "Dude, I spend so much money here, you have to give me one"
What they say is "any chance you'll have one for me?" "what's the odds I can get my hands on one?" I know they are tough, and I'm not the only one asking for it, but if there are any left can I get one?" and my favorite, "don't worry about me, I already got one, get it to someone else who will dig it"
These are people in it for the beer & the great people. They get first crack. If something is left, I go to the email, blog & facebook requests.
Just like I do with all of my business relationships, chamber of commerce work, work with the community, and charities, it's my "support those who support you" mentality. I don't think you can argue that.
That's it.