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Excerpt from Business Insider -- "Meyvis said the preorder program was a time-worn marketing strategy known as the 'foot-in-the-door' technique.'You get people to make a small commitment, and then they're more likely to make a big commitment later on,' he said. Meyvis agreed with the idea that the psychology here is comparable to a Kickstarter campaign, which has helped many innovative brands generate interest in their product concepts."

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