This same thing happened with the iPhone releases. Apple sets X number of Apple watches that will be shipped on the 24th via online orders and X number of watches will be available in store. That way they can maximize number of sales. They know that X number of people will pre-order regardless of how late the ship date is and there are also X number of people that will not pre-order and will want to purchase in store or people that didn't plan ahead of time and will want to purchase a few days before release and decide they have to get in store. The past several releases of iPhones have had the shipments pushed back only to have TONS of iPhones in stock at stores. It is frustrating but it is a fact of life. You could say its greed or marketing gimmick to be able to announce "Apple sold X number of watches the first day" but whatever it is, that is what is happening.