Say what you will in response, but I believe that this must be Apple's thinking regarding online orders.
I live in Canada, and have been actively pursuing the ever-elusive Gold 5s. I was on the fence as to whether or not to invest in one, but eventually bought into the hype. As a result, I was not one who ordered on launch day at midnight. After visiting my local Apple Store on the 21st, I was heavily encouraged to place my order online so that I could "secure" a phone.
My order was placed on September 22, and was given the "October" date for shipping. Over the past week, I have been calling my local stores as to whether they received stock. While some of them have, they were in non-uniform shipments. Thus the Gold 5s was often gone, before I could even attempt to get to the store. Even now, (despite the extremely ambiguous shipping date) Apple Store employees continue to advise me to order online.
It is my opinion, that Apple uses its online store to "have its cake, and eat it too". When we order online, that signals Apple that there is indeed a demand for the phone... a demand which they can satisfy as see fit. The "October" date is brilliant, because they can easily fill orders whenever they feel like it, as long as it is within October. People who wander into the store may be more inclined to make a "impulse" purchase, therefore it is more beneficial to keep retail stores, stocked. It keeps employees busy and impulse buyers, happy.
Meanwhile we diehards are left suffering at the will of Apple, and its ambiguous shipping date(s).
Sorry for the long post, but it's something I felt like I needed to say.