I cannot for the life of me understand those that have ordered multiple models. Unless they are for a spouse or something, who is really getting more than one. If you say you just want to see which one you like and you'll return the other, then you are truly doing a disservice to a company you say you like. Returning opened goods just so you can test drive models is indicative of the mentality of have your cake and eat it too nowadays and these sorts of things actually cost companies a lot of money.
I am one of those people who ordered multiple models, but not at the preorder launch.
I was one of those people who said, "
It's a version 1.0 product. Don't invest too much. You might be pissed when the next one is slimmer and gets a camera or something (read: iPad vs. iPad 2)." I ordered two aluminum Sport models with the white band.
However, AFTER preordering, I went back to sleep, woke up after 10AM and headed to my local Apple store and got an instant try-on appointment. Size was right, but, man, that stainless steel model with the Milanese loop was downright gorgeous on my wrist, and my wife fell in love with the stainless steel model with the dark blue Modern Buckle. Gen. 1 product or not, we felt it was worth it to step it up from the Sport editions.
As they said themselves, the WATCH is the most personal product they made. Had Ahrendts (the only time I might think blame can be placed on this person) done the preorder launch AFTER, say, a two-week block of try-on appointments, I wouldn't have been ordering multiple models to replace these two. This reversed setup is more of a disservice to their customers than a disservice to the company, and I hope they realize and will correct that for the next product launch.
Companies do take into consideration that people will return products after they use them. Some can handle it, some can't. Some will do restocking fees, some won't. With open box and refurbs always selling out at Apple, I don't think they ever have to worry, and if it does get to a point where it gets out of hand, you best be sure they'll implement a policy like restocking fees to deter that.