Not that I think it's a good practice, but the fact is a lot of companies announce products with great fanfar before they're actually available. Right now there's a press conference where they're talking about the phones. There's a Twiter tag:

https://twitter.com/search?q=%23geeksphone&src=hash

Since Geeksphone is in Madrid, twenty minutes from my home, I hope I can just walk in and buy one as soon as they're for sale.