Why would they waste their time 'announcing' something that's already sold out? Surely they will put their efforts into advertising something you can actually buy? Regardless of the circumstances surrounding the release of the steelbook for preorder wrightly or wrongly it's done now, I'm sure zavvi have had their hands slapped, eureka are probably annoyed zavvi jumped the gun but there's no use worrying about it now, if they announce an exclusive steelbook from zavvi and then customers rush to buy it to find it sold out, that will just annoy people further who don't already know it sold out long ago. I got my preorder in when it first went live early, purely by chance but I'm glad I did otherwise I'd have missed out altogether