Good, I'm glad they were rejected - If they weren't, I wouldn't have known about them, nor would I have purchased one.
This way they get their money in the form of guaranteed, up-front orders, and I get a cool new product "before" anyone else. I feel exclusive and I'll have the hot new gadget to show off.
It's a win-win, and I hope more companies opt for this route - it is true market validation.
(On a related topic, September can't come soon enough. I want mine now)