I am just a bit worried about the FTW now as one store has an ETA of the 23rd July, I know it is ETA but none of their other cards have an ETA of the 23rd July? Most are 30th June or first week of July, but FTW is the only card listed as 23rd of July... Is not making me very confident about it.
Probably account for numbers to clear pre-orders.
Eg if a site has 1000 orders for a card and even if they know that perhaps cards will start coming in on 1st July but it will take until 23rd to get enough to clear orders, then sensible to put 23rd as expected date. That is when you will/should get that card if you ordered it today.
On the other hand ocuk always lists eta as the date they next expect stock in. It does not tell you that only 10 are due in and 100 are already sold and that there will be any spare available for anybody ordering today.
For example I think the GLH was listed as expected on 20th. They got 10 which wasnt enough to clear back orders.
I've always felt that its not an ideal system the way that ocuk do pre-orders/expected dates.