Nikon COOLPIX S1000pj Shipments Delayed to October

Nikon S1000pj's Delayed
Engadget finds an article on the Japanese Impress site that says that the S1000pj’s have such strong demand that they are delaying the shipments from September to October:
…[Demand] significantly exceeded the expected number of orders from the original quantity, [Nikon] can not provide a sufficient number…
I wonder if that’s the actual reason though- how are they gauging interest- pre-order channel sales? It would seem to me that you’d release the initial shipment and then head into round 2- that’s what we’ve typically seen with hard to get new items in the past.