Honestly? It sounds like they may have no stock and are waiting on pre-orders to size their first run (especially since they only have renderings of the product).
There's reasonable reasons to want to price it lower. They don't want potential future customers to see a really high price up front and not come back and check later when the price drops. They may also want to find out what the real demand would be at that price.
However, it might be an interesting experience to auction off the first x units as a way to show the high demand and what people would be willing to pay for it.
That's brilliant. Anyone know if this has ever been tried?