Some of the big reveals lately have felt imaginary.
Big Corporation (BC): Look a cool new car!
Potential customer(PC): Cool! How much?
BC: We'll let you know later, but it starts around $X.
PC: Ok, when can I buy it?
BC: 2 years from now, maybe.
PC: OK, can I go online and configure the options?
BC: Absolutely not.
PC: What can I do then?
BC: Send us a few hundred bones, and reserve a chance to order one.
PC: ...
The TRX is coming, this year! You can build and price it today! That's nice.