I wouldn't say it's a "big plan" either.... All I'm saying is, it's a long-standing tradition with Apple to do these new product launches with a whole "pre ordering" system in place, and often with some fanfare and marketing just before it goes live. They've always counted on an initial surge of sales of whatever the latest thing is, including prepping local retail Apple stores to encourage and accommodate long lines of people waiting to buy it on launch day.
But the lack of any info posted less than a day before pre-orders are accepted? That's unprecedented for them, and it sure feels like the company must have decided these products "sell themselves" to the early adopters. Hence, they had more pressing things to do than get details published about what customers will be purchasing with these orders.