Because they're collecting the funds using Tilt.com, a crowdfunding service. You can also read their terms and conditions when you click on the Reserve button, where you'll find that you're "contributing" funds to an "organiser".
"If you’re a Contributor, you make payments to an Organizer at your own risk. Unforeseen or other events may prevent an Organizer from providing goods, services or rewards exactly as promised. If things go awry, please be understanding and consider cutting the Organizer some slack. At the end of the day, though, it’s the Organizer’s responsibility, not Tilt’s."
It's not even a pre-order price. It's a crowdfunding contribution, for which the company is not obliged to give you anything in return.