I ordered my loaded 13" on 22nd July and received my shipping notification on the 29th. I am a repeat customer of theirs and am surprised to hear peoples indignant criticism. They are a slim margin reseller of goods that Apple maintains obsessively tight control over.
For customers who put even a little thought into the implications of these (rather obvious) circumstances, there should be no surprises. I placed my order understanding that I would not be the first to receive my Air but will save a couple of hundred $s.
If you want to buy it in a shiny store, receive it first, or have more money than sense go elsewhere. What is it about this that is so difficult for people to understand?