Avalon should have just done an auction format. Give people a few days to place bids, using 2 of 3 escrow to lock in coins, then take the top 600 bids. They could have a per-customer (shipping address?) limit if they wanted to ensure that the units were spread out.
That would have been nice. And as long as they are evenly distributed -- perhaps 3 per postal code + IP address location, or somesuch.
Spreading them around would be a good idea (what's good for bitcoin is good for mining hardware vendors). If they wanted to do a fixed price then they could have generated a payment address for each interested party. Email people those addresses with instructions (where to associate shipment details with that address, exchange rate, tell them to disclose a refund address). Pick the first 600 to make it into the blockchain. In the case of ties, refund.
Regarding refunds, I'd like to know how they intend to refund when walletbit didn't ask for any refund address. The bitcoin protocol is one direction but it seems to me that it would be a very good idea to get and address you can refund to in the case of epic meltdowns like today.