Sorry but you are wrong... Someone who ordered at 5pm can swap for card that only been ordered 50 times and get it before someone who ordered at 14:25 because there was 200 orders before him for such card
You are right if you mean they both end up getting different cards.
OC have stated the first come first server is based on your order time - and you are free to switch your order to a different card and not be put to the back of the queue - you will be put in the queue for your new card at the place you would have been if you ordered it instead of the one you originally selected.
Cust 1 orders a TUF card at 14:05 order number xxx10 - but say he has 100 people in front of him waiting for that card
Cust 2 orders a MSI card at 14:06 order number xxx11 - but say he only has 3 people in front of him waiting for that card
If cust 1 decides to now swap to a MSI as he does not want to wait for 100 orders in front to be fulfilled, he can swap to be in the MSI queue - but still at 14:05 and with the same order number.
He has jumped in front of cust 2 who now has 4 people in front of him - the problem is this can be a lot of people doing this and with such tight order times, who knows where you will end up.
If both customers stick with their original orders and 10 MSI and 10 TUF cards come in - yes the customer who ordered later will get their card first, but thats how it should be.
My point was getting your order in earlier gives you the option to switch to any card you like and jump ahead in that particular card queue - you still might be waiting longer than those looking at a Palit or other low ordered cards.