I think you've participated in Kickstarter/Indiegogo projects before. Even if it is not launched there, It's pretty common for the price to go a bit higher closer to the product launch for such non mass market products, otherwise what sense would it make to pre-order and risk more in the first place? And it has been communicated through email for those who subscribed in advance.

It is also completely normal for pre-orders to be fullfilled before the others for the same reason, and given small quantities of devices produced, they can not realistically ship to both categories at once. I don't get what is incomplete truth example in your case.

I don't think Rolls-Royce comparison is good. If it were cars, Fxtec would be small private factory, which would not compete to the large brands in terms of shop attendants greeting you, but can provide something unique they don't produce. That's probably the reason people don't care much about price mistakes on the website as long as it gets fixed. Also it is not like similar situations do not happen to others, I can remember quite an amount of problems with prices in different online stores.