I think it's awesome in theory. In practice, I could see this being a big problem. I mean, there is a reason companies have to do inventory. Sometimes things get mixed up, there are some that are defective, don't get scanned, get scanned twice, orders not being processed right away, the list goes on. If a company discontinues a product and the little red light says "Buy It Now or else it's gone forever", I can see the product being sold when there is nothing there. It just happens sometimes. Nothing is perfect. It could cause confusion, anger, and be just a big hassle.
If EF simply is discontinuing it because THEY aren't going to carry it anymore, I'd like a little heads up. Or at least a list of the discontinued products of the month, so I can look them up somewhere else.