The concept of the preorder is as simple as it is popular. Excited about an upcoming game or product? Put some money down and get it the same time it hits store shelves. It was a perfect way for consumers to both express excitement about a release and ensure their place as an early-adopter. There was always an inherent risk to preordering, but recent years have seen the practice becoming increasingly distorted and toxic. From limited supplies to vigilant scalpers, preordering has gone from an insurance policy to a necessity – forcing interested customers to act or be left behind. And that’s just hardware; software preorders continue to lure in potential buyers with exclusive bonuses and heavily doctored trailers. Long story short, preorders are out of control.

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