It's easy psychology to understand, if you think about it.  

If there were X companies, each with an in-hand product, a price, and a performance, then there would be nothing to talk about.  Different strokes, different folks, maybe, but just everyone optimizing their utility over the set of alternatives.

The pre-order model has made this akin to a sporting season.  You follow your favorite team, win some, lose some.  You speculate on the team rosters' relative skills.  You tune into sportsbitcointalk forum every day to check out the day's box scores.  And, soon you're an emotionally invested fan, supporting your team, win or lose, and trashing the competing teams.