They created a popular product. Put it up for pre-order (many people hate standing in line) and sold out. What "mess" did they create? If the 2 million number is accurate that means they could have had lines around the block with 2 million people buying the watch. Would people have been happy with that?
http://bgr.com/2015/04/16/apple-watch-release-date-availability/
http://bgr.com/2015/04/16/apple-watch-release-date-availability/