So much talk on the non-refundable deposits.
Although I do agree about showing gameplay prior to day 1 sales, this is another flex build / build to suit orders. Spooky needs to know what are buying, thefore you commit. Some, possibly all of the distributors will buy a fixed amount of these and you can then buy a fixed build model from them. Now, if this is truly a 'sell out' then you will have to find one on the second hand market. Seems logical to me.