The fault for that lays squarely at management things could and should have been done differently what ever way you spin it there is allot of public perception of none returning customers.
This. Management could have avoided a lot of these problems had they simply managed expectations better. What they should have done and what they should be doing now is putting a warning on these product when you add them to your basket that says quite frankly that:
1) This is a pre-order to queue for future products that have not yet been manufactured.
2) The queue is first come first served.
3) We take payment up front but it can be refunded on request.
4) There is no known ETA for delivery but it will likely be 3 months.
5) You will be emailed your queue position weekly, no other updates will be provided.
And you should have to tick a box to confirm you've read this and agreed to those terms prior to buying. That would have solved 95% of the problems they've had, it would have avoided the review bombing they got on trustpilot, the whining on the forums and all the drama. As well as overloading their own customer service and all the horrible knock on effects that has to other customers trying to use CS for other things.
In some sense it's really annoying that people behave in this way, that you can have the same situation with the exact same circumstances (same product, same wait, same cost, same number of updates) but priming peoples expectations one way or another can lead to extreme difference in outcomes. But it's just the way the emotional system works, you set a goal in your mind (I want a 3080) and then anything that pops up that is an apparent impediment to you reaching your goal triggers a burst of negative emotion. if you prime expectations at the start that there's going to be a long wait then that is integrated into the goal and so the wait isn't a problem.
Even if they don't know the psychology behind this, most managers have some training in how to manage expectations of both their own staff and their customers because it's a fairly easy way to keep them happy with little or no extra cost. And most smart managers know that while telling customers a harsh truth up front will drive away some customers (who will only go elsewhere to find the same problems) it's generally better than having them fooled into joining a queue and then ragequitting and boycotting your business or talking crap about you.