OK, I didn't know that's the way they often do it. Just seems odd because seeing a release like this says to me "make a note somewhere to remember to check back in a week or so to see if you can actually order it." Or, more likely, you could just forget about it!
Maybe this isn't a new thing, but I hope it's not a trend--putting out a press release for something that has no release date yet.
It's like, here's information to get you excited (and frustrated) about a product that's probably coming out, but we don't know when and you can't actually buy it...