The best way to do it is to hold off on more announcements of paint schemes until the first run is delivered. Then they can get a real gauge of interest based on how these actually look and run.
Yeah, I am generally very forgiving of the producers, knowing its a tough gig, but this announcement did surprise me. I have a few on order from the first run (DME, a potential candidate for cancellation) and a few more short line roads I like in the second run as lease units, but I won't order any more until I see the first run. My existing Tunnel Motors run fine, so I am expecting no real problems. I don't mind the $100-$200 for two units that might not be all that I want or expect.
But, I am not going to go in for $400 for unknown quantity, so I think they will probably not get as many pre-orders as if they just waited until the first run was on the shelves, and hopefully getting good buzz. Of course, they could get bad buzz, but if that is why they are announcing beforehand.......it will backfire.