I get it when you have a kick-starter, but when you're already established doesn't it come off as a bit shady and scummy?
Are they low on money and desperately need to cash-in asap? Are they worried their product will be poorly reviewed b/c they aren't confident in the quality - so they're trying to lock-in buyers?
EDIT: I'm just putting out the question "Why do they have a preorder system? What's the rational behind it? Why just announce it when it's available?"
Preorders are a way of locking in buyers. You can trick a few people into buying it, that may have otherwise not bought it when it was actually released (maybe due to negative reviews, or a change in their financial position). Except... why would you ever want to do that with developers? So why are they trying to do that? I don't get it