Their marketing or hype, which may allow for watches to sell out or and for those same watches to command a premium in the secondary market, is credit to them. Every watch manufacturer/ brand / retailer does this and if they seem to be doing a better job (albeit with much smaller runs / inventory to sell) then good job Hodinkee.
I have no skin in this game, I don’t know anyone there, I have been / am a reader and a customer (I didn’t buy or try to buy the Oris).