jskjsk
Established
I don't have a MBA and I've avoided working in a corporate environment - but it feels like Business 101 in the Apple era to set a hard release date to build interest and then meet that date.
Throw in some direct communication between Fuji international, Fuji USA and big accounts for good measure.
You could say the opposite. Give an ambiguous release date and build chatter online / drama.
Angry consumer are usually appeased once they have the thing they want in their hand