I think it is more than a bit unfair to throw all the blame on Hasbro. First it Hasbro Toy Shop which is a slightly different entity than Hasbro. Second there are literally hundreds people trying to smash their way into that booth at any given moment. When you are dealing with an attendance of around 150K, you have to expect some snags. It wasn't perfect but it is never likely to be in the eyes of all fans.
Plus there was no precedent for a Joe exclusive to sell out like a SW or Transformer one. Joe product wasn't selling very well in stores for several years up to that point. I can guarantee the limit will be much more controlled this year.
However, as long as you have people buying multiple badges, they will continue to get around the limit.