Good luck to them. I'm sure they will sell out quickly regardless. I've played it, I enjoyed it, but every manufacturer thinking every game needs to push 10k is starting to look like fleecing. Maybe more than 250 would have allowed it to be cheaper (and maybe the small #'s is a big part of the reason it is so expensive).
I guess they want to get it while they can, and I'll sit on the sidelines like I did for many years. It's weird as I thought competition would drive prices lower or at least steady, and there just seems to be no ceiling.