Whenever they release a new gadget, they make the announcement and then make you to wait. Their online shop has this queuing system which is super hard to get in whenever they make a new release. And it usually get "sold out" in a matter of minutes or even seconds. The majority of the consumers won't get hand on it months after its initial release. And interestingly, when this happens, usually the component price has dropped quite a lot where the price/cost ration is far less impressive. However, they still get to keep the reputation that they sell "quality" stuff at an insanely low price.

The whole process sounds like a shady business to me, but apparently they grow super fast with this kind of strategy. So yeah, I guess what do I know.