"Pre-ordering begins..." is letting folks their idea validating strategy. I wonder what the threshold is going to be, 100, 500, 1000 or more pre-ordered phones.
It also helps to build a list of people who have something to hide ;-)
Come on, this can't be the first time you've encountered shitty marketing lingo.
They should have s/re-shaping/disrupting/g if/when the referrer is HN.