Catching up with the old web comics this one came to light
Pre-Orders.
I had a friend who used to work in a comp. game store and on days of big pre-releases, such as the incoming one for HALO 3, we did get the game in before-hand, sometimes as much as a fortnight beforehand.
However, as Ethan so deftly demonstrates A) it is annoying when you get people asking for the game beforehand and B) it also breaks the agreement set up between manufacturer i.e. Sony, Microsoft etc and the store.
Remember pre-selling is bad mmmm'kay.