-- Last Updated: Apr-01-13 2:42 PM EST --
I was in the rapid prototyping business at one time and saw many cases where the product was "marketed" well in advance of production to get a solid handle on demand before making significant risky investment in tooling, materials, packaging, etc. So, as not to skew the results, the responders to the "dry offer" were not notified of the conditional circumstances until after the order was received and were provided with the option of canceling. In the case of Oru, they are being very open and candid about the offer being pre-production and when delivery can be expected.
It is also not unusual for companies to offer pre-production deals to accelerate the recovery of their up-front investment (example: the many pre-publication book sales on Amazon, which are also an indicator for first printing quantities). If anything, I think Oru has been exemplary in their disclosure.
Overstock Outlet Foods
Kayak & Canoe Outriggers
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