I also ordered mine because we wanted a specific set of options like adaptive cruise control, upgraded sound system, but no navigation and a very specific color combination that we couldn't find anywhere.
Our other car is a Tesla and while I prefer ordering online and checking out with a credit card, emailing multiple dealers was pretty painless.
EDIT: If you're curious why we didn't want navigation, this video explains it pretty well: https://youtu.be/hCDt02UXzkQ Not to mention it's really expensive, hard to input destinations, I generally know where I'm going, and phones work great.