Ultra limited is a gimmick. It can mean whatever it wants to mean to Zavvi. Just a reason to cause panic in the marketplace to move stock further. Unless a specific quantity is mentioned, ulra limited could mean 4k as far as I'm concerned. I just ordered one but I would rather order it at 9.99, and with no urgency to buy due to an ambiguous stock description, I think i'll cancel immediately. Stop playing games with your hard working consumer base and please be transparent with stock allocations. I understand Zavvi doesn't have to say anything at all but don't provide vague information when it comes to stock levels. People like transperency by retailers and not to be deceited by inaccurate statements.
And I know amazon doesn't clearly imply how many copies are allocated but they don't make blanket statements like 'ultra limited' in their steelbook listings.
