I got the email too - yes I agree, very badly handled here and they should of satifisfied their own play store customers as a priority. I can only take from this that they massively underestimated how popular this would be and had already promised allocation to other outlets some time in advance.
As is, as long as I get it before the 1st of August i'm happy - because that's the wife's birthday.. If not, i'm a dead dangel