Well, it's not smart (pinball) business to have product and then tell the market about it, especially when there are millions of $ in cost of goods.
What is better is to give enough time for customers to place orders with resellers, and then the resellers will indicate their demand.
Without a decent measure of the demand it's a little difficult to invest in X quantity of games - we expect there to be demand, but you don't stall everything waiting for resellers to collect money, etc.
Chicago Gaming is not going a warehousing (which costs money), and neither Stern nor CGC really wants to hold games.
So, if people are uncomfortable with paying ahead for a game, then they should wait until some reseller has them at their place and they can pick it up (and pay sales tax usually). They do it all the time with Sterns, so not sure the model would be any different here.
Rick