Unfortunately they need money for research and components. If they had that money, they'd just build the machines and mine themselves. So to fund the research and components, they solicit pre-orders. Yes, it sucks. But I don't see a way around it... ?
I do, it's called getting investors. bank loans, crowdsourcing, etc. Draw up a business plan and present it. With the history cryptocurrency device manufacturers have had (BFL, BitFury, KNC, etc) you should be able to easily show that there is a demand. If all else fails, go to Kickstarter.