... it may be a market research trick. And also I see why they quote the price - they might have a rough clue how much it might be, by interpolating from the existing devices and their prices; and the actual price is of little relevance once the devices are actually unavailable.

But, what makes me wonder, is, whether they have some sort of agreement with Atmel, so that if someone turns up asking for 10k++ of the '828 Atmel will jump in and start to churn them out; or if this is just a trick from Digikey, so if somebody asks for the 10k++ they'll say: oh, the lead time on these is above 30 weeks, why not using a competitor's XYZ123 chip for the roughly same price, available now...?

JW