What lies exactly? They're selling you pre-orders and adding you into a queue and shipping it when it arrives to the next person in the queue. It's a perfectly transparent procedure. They don't give you any ETA on when you'll get one, which isn't great for us consumers, but doesn't commit them to promising them to customers on x date and then missing. The only thing they could improve on is their communication. For example, listing all the cards in a table and if there's no update, specifically state "No further update at this time".
If they told you before Christmas, then they made a mistake. They don't have to stop pre-orders, as per my above post. The issue isn't with OCUK in terms of delivery, it's with Nvidia and the AIBs.