Most major online stores except Bezoz's crew seem to take money the moment you order. In the end, when making an order you are making a commitment and contractual obligation to purchase something and get your place in the queue. Otherwise, you get a ton of speculative orders which are made and cancelled on a whim which is a nightmare for any seller.I don't know arrangements with suppliers but unlike OcUK a lot of places don't take money on pre-orders until stock is ready to despatch.
I have no problem with money being charged in advance, the main problem I have is with stores inflating their prices way above rrp for pre-orders. That is to me the unethical part.