If it sparkles - grab it
Gems must have worked out that there is some commercial benefit in pre-orders; but as a customer, they are hopeless. Many items don’t even get presented properly on screen, because they’ve sold out in advance; while as a customer, if you don’t want to miss out you’re forced to buy the item without knowing the price! Then of course if you don’t like the price, you have to phone CS to cancel the order; meanwhile, they could have sold that piece to someone else. It really is the most infuriating business model.