The Taiwan FTC is concerned about how the "hunger marketing" process hypes up a phone, making a particular model seem more valuable, or hard to find, than it really is. If it turns out that Xiaomi has been exaggerating the number of phones sold, or the speed in which they were purchased, the manufacturer could be fined $20,000. In this case, it is not so much the company's vault, but its reputation, that would take a hit.
There is talk that Xiaomi had sold only a few hundred units in one sale from 2013. In other situation, the manufacturer is believed to have shut down sales before the inventory was sold out.
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source: iapps.im (translated) via GSMDome