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Quoted from LTG:Or burn themselves. If they have games in their warehouse to sell, those games will sit there longer if the next title sounds better.
LTG : )
Exactly. They want the larger distributors to commit to a number to help gauge production.
And a distributor needs to know something about the title to decide how big a number they will commit to.
Otherwise how did all the LEs for GB get snapped up so fast. 
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