Probably the billions that governments have paid for their place in the queue
There are 13555k millionaires outside of Europe and US. The 1.9 billion paid by the US government for 100million viles pales in front of what pfizer could earn by catering to the rich.
So, again, my question stands, why wouldn’t pfizer sell directly to customers? What binds them to just deal with governments alone? I ask this as a humble non-millionaire (just to clarify that I wouldn’t benefit from such a scheme in any way) :)