It wasn't a flash sale but it did say "While supplies last." However, I think I understand people's frustration. For me it is not about the reel, it is about the methods these companies use to draw in customers. In my case, they waited 2 1/2 days to tell me that my stradic order was cancelled which just happened to be at the same time they told me that my other merchandise already shipped. I have a hard time believing that BPS cannot monitor inventory in real time and can't prevent you from making purchases on items that are sold out. Maybe I am wrong, but it seems more likely that they they don't tell you it is sold out because people often add additional items to their cart when they think they just got a good deal and have free shipping.
At the end of the day, they can do what they want and people can spend our money elsewhere if we want. Since this isn't the first time I have been frustrated with BPS I think I will just spend my money elsewhere. Doesn't ruin my day I just move on.