Castrum - Probably a good plan, considering all the hype:
In an attempt to prevent its servers from collapsing under the weight of a million Force-hungry MMO-players, EA will artificially limit the number of copies -- both digital and retail -- of Star Wars: The Old Republic available at launch. An EA representative reportedly revealed the strategy at a Gamescom demo, but didn't divulge any details such as how many copies would be available, or how long it would take for more copies to be released once the quota is met.http://www.joystiq.com/2011/08/18/star-wars-the-old-republic-launch-copies-artificially-limited-a/
Kinda interesting idea, when WoW came out the servers were quite overloaded. And from a marketing point limiting availability makes it a bit more desirable because you want to be on the ones in on it.