I get your point but you don't think the hundreds of thousands of orders placed by these same people are holding up shipments to people that got up just as early? It just shifted the problem and probably made it worse because now you don't actually have to go to a store to buy one to scalp it.
Life isn't always fair, and by saying one person is loyal versus another persons loyalty, you just create another class that you seem to railing against elsewhere. You aren't Beyonce and don't have the sway or importance that she does in many circles. It's brilliant marketing for them to give them away, and feels very Nike to me.
Additionally, by keeping stock to pre-orders and online only it actually creates a huge preference for those that went online and ordered early. They don't have to hold back hundreds of thousands of stock for the stores. The lines around the stores have a huge percentage of paid chinese and asian americans that wait in line, buy one, hand it off to a person waiting a few blocks away to be sold on the secondary market. Holding back to online only prevents this, and ensures an even greater stock to those that go online. It's win-win.