It's all about the marketing - Grow enough to have plenty of seeds and keep anyone else from growing them build as much buzz as you can by posting various discussion threads and youtube videos - and charge as much as you can for the seeds by limiting it to one or 2 vendors and try to make a killing before anyone else grows it.
The Hot Pepper
spongey600
it will sell well at first then sales will drop as true hobiest here will give away the seeds, this is what i am waiting for, i want to grow side my side with the pepper i think this truely is and taste test for myself.
No mention on his site or pepper joe either.