You must remember that this is just five people who are amatures at production. World wide intrest has taken them aback somewhat.
You can't just turn on a tap and have product come out. This sort of volume can take up to a year to plan. I have worked for companies that do this sort of volume and more and it is not a smooth process.
At the moment they are trying to meet the demand on a first come first served basis, so there is a queu, one way of handling it is to have a waiting list - registration of interest - and then an invertation to order.
How would you handle 100,000 individual orders on day one, when you only had 10,000 boards in the pipe line?