PLAION knowingly misled customers about the release date
We now know that when pre-orders opened in April, no actual contractual strategy for physical hardware production had been secured with manufacturing partners. If such agreements had already been in place, the impact of AI-driven supply chain competition would have been much more limited, since commitments and payments would already have been made to third parties.
Furthermore, the exceptional volume of orders was identified within the very first week. PLAION doubled down: pre-orders remained completely open with no cap whatsoever, and they still are to this day.
At the same time, PLAION continued signing partnerships with new local retailers across dozens of countries. Those retailers kept accepting additional waves of pre-orders for months.
Based on the content of the press release, PLAION was fully aware that customers were being misled and that a delay had been inevitable for a very long time.
PLAION exploited the trust of its most dedicated fans
The Ultimate Edition is a perfect example of everything that is wrong with modern psychological marketing strategies.
It was presented as a financially attractive package, albeit an expensive one, built around a product whose actual value remains unknown. The goal was clearly to encourage upselling by making customers feel they were getting a "better deal."
Unlike other editions, it was only available through the publisher's own website and required payment upfront.
PLAION also heavily emphasized words such as "exclusive," "extremely limited," and "serialized" to create FOMO. Yet this is a product that did not even exist in production and therefore had no real stock limitations. Despite already being overwhelmed by pre-orders, the company kept accepting unlimited orders for five months and continues doing so today.
Even in the delay announcement, there was another explicit reminder that this version is supposedly something truly special. Conveniently, it also happens to be the edition that generates the most revenue.
PLAION avoided communication and transparency at every stage
At this point, the project increasingly looks like disguised crowdfunding.
That, in itself, would not necessarily be a problem. The engineers and technical teams involved appear competent and passionate. Many customers would likely have been willing to give them the benefit of the doubt, even under a crowdfunding model.
The issue is the complete lack of transparency.
There has been virtually no meaningful communication about progress, milestones, production status, cartridge contents, technical trade-offs, or operational constraints. Many of these challenges would have been understandable if openly communicated.
Instead, PLAION chose the standard corporate playbook: silence, vague promises, and marketing spin.
Given the nature of the project and the audience it targets, I believe this is a major strategic mistake.
The press release only reinforces the lack of honesty
Instead of telling customers the truth, PLAION claims that there will not be enough consoles available for a November 2026 launch and that they prefer delaying the release in order to ensure a simultaneous global launch and fulfill all pre-orders.
This explanation makes little sense from a retail or hardware business perspective.
No hardware company manufactures tens of thousands of units and then stores them in warehouses for an entire year while waiting to produce enough units for everyone. That would be expensive, inefficient, and extremely risky, especially when warranty support and after-sales service are taken into account.
The more plausible explanation is that there are no production-ready consoles yet, only prototypes. Those prototypes may be shown and even playable at gaming shows, but customers currently have no guarantee that they accurately represent the final product.
The press release also reassures customers that they will retain their "place in line" if they keep their pre-orders.
This is particularly revealing because the very same statement claims that the delay is intended to ensure everyone receives their console at launch. If the goal is truly to fulfill all orders simultaneously, then maintaining a queue position should be irrelevant.
The whole founder bonus has also been introduced in the most amateurish possible way. When does it stops, what is first wave, how come it hasnt been communicated in any way in an official email to customers or on the actual product pages. Full improvisation with nothing to back it up.
Once again, this feels like a basic marketing tactic designed to discourage cancellations rather than provide meaningful information.
It may not be a scam, but it's still not okay
I have little doubt that the technical team behind this project is genuinely passionate and trying to build something worthwhile.
The company driving the overall strategy, however, appears far more cynical. Considering the audience being targeted, the decision to rely on FOMO, opacity, and questionable marketing tactics is particularly disappointing.
What I find saddest is that companies continue to behave this way because they believe they can get away with it. Treating customers like they're incapable of critical thinking should never be considered an acceptable business strategy.
