I don't see anything about pre-orders or August anywhere on the page (did the link get changed?). This is a group buy, where you commit to purchasing something at a certain price, but if enough people also join, the price can come down for everybody because of bulk discounts. So right now you can commit to paying $39.95, and if 40 more (as of this comment) people join the price drops to the final tier of $37.95 for anyone involved in the group buy.