"So why isn't our software 10x better?"

The answer has nothing to do with rationing. When all software is designed to grab the most attention, serve the most adds, collect the most data, deliver the maximum amount of the cheapest content and generally be as exploitive of its users as possible, no amount of rationing or not rationing will effect it.

McMaster Carr, a company worth a little over a billion, sells metal, bolts, casters, and many other industrial bits and bobs. Their website is infinitely better than Amazons. Why? It has nothing to do with rationing and everything to do with trying to actual deliver a good customer experience.