It is always easy to brag when no one has seen it! And looking out of reach is the whole point of marketing! That way you will be so pleasantly supprised by the price later on that you will be stupid not to buy it
Steve Jobs is a master at this: He even tells you, you can't have it! Imagine what that does to every woman in the world.

He makes them stand on his doorstep demanding it! He truly is brilliant that guy.
Tomorrow I will go out on the streets of Oslo and telling every woman she can't have me...
We humans are very simple creatures, and don't those Marketing guys know it
But they did not recon whith Berserks........