The way that you protect launches from scalpers is by making sure you have enough cards on launch day so that everyone who wants one can get one. If everyone who wants one, gets one, then there is no market for scalpers.
That doesn't make sense whatsoever... You could make enough so there are double the number available than there are actual buyers and bots will still manage to get 75% of them then create artificial shortages to drive up resale prices.
There will ALWAYS be scalpers. The way to protect launches from them is to literally protect launches from them and AMD laid out the best possible ways that retailers currently have.
They need to be looking at billing information, addresses, email... everything. If 1 thing matches then no second sale.
Eventually they will need a database that retailers can access and that's updated immediately upon a sale. Then when you submit an order the system should insert an artificial delay of at least 5 seconds then at the end of the delay query the database and if a match is found..no sale.
Combine that with a complicated captcha system and a virtual line (queue) system. Then even if you line up at 50 (online) stores you will still only be able to get 1. Of course people using bots will find ways around this if they are really dedicated but they will be severely limited on the number they can buy.
Then more legitimate customers who want one on launch can get one. It would flip that 75% to the consumer instead of the reseller.