If you are a big enough and loyal enough customer (in your mind), certainly I can understand your frustration and disappointment.
If you are not a big enough or loyal enough customer (in the AD's mind), then I can partly understand the high price since rare and/or hot pieces will always be allocated to the very best and most loyal customers (should it really be any other way??) unless it's worthwile to sell the piece to another customer. What makes it worthwhile in this case is the high price. The other alternative would be for the AD to just lie and tell you that one was not available at any price, which ironically would probably make you more comfortable.
This is in no way an allegation against you, but I do have a problem with customers who grind AD's on MSRP on less-than-hot pieces, or who would never be considered a big customer, then bitch and moan when an AD has the audacity to charge a premium for tightly-allocated hot pieces. Again, the alternative is to never have access to the piece in the first place (absent patience and waiting for supply to catch up with demand).
IMO, the infatuation and willingness to pay above MSRP for the 5980 is just silly. If you don't want to pay a premium, then wait. The new automatic chrono movement in the 5980 was partly designed with higher volumes in mind. I could only imagine that you'll have many opportunities in the future to buy one at MSRP.
John