Well, just imagine that one day you have a problem with an av123 product and the nice man that let you keep that a stock thing says " this situation breaks my heart and we are diligently working on a solution. Our Chinese supplier says we should have the replacement parts in x time". Do you call your credit card company or do you give the nice man a little time?
If you're smart you call your credit card company. You can always reorder/repay once vendor has product in hand.
People are too trusting. Either that or I'm entirely too cynical and jaded. I always assume that people are out to rip me off and I protect myself accordingly. I hope for the best but plan for the worst.
For example:
I've been buying and selling on eBay for 11 years now, both purchases and sales up to the mid-4 figures. I've got over 4000 transactions under my belt. I've heard every story in the book, but I've only been taken a handful of times, and of those only once did I ever lose money out of pocket.
I have only ever purchased with PayPal, and if it's over $50 a credit-card-funded PayPal payment (two layers of protection). If I hit 40 days from payment and I have either not received merchandise or there are problems, I file a claim, REGARDLESS of the situation with the seller. Even if I fully believe the seller is being honest, I file a claim.
Why? To keep my options open and protect my interests. I have filed claims against some of the nicest people in the world, who ultimately have made the situation right (or the merchandise turned up/was resent and I cancelled the claim). I always tell them that I mean no disrespect and am not implying anything negative towards them, but in order to protect myself I must proceed in order to maintain recourse. The majority of reputable sellers understand this. If one complains at this point, that is when you can start suspecting shady/unethical behavior.
I use eBay and PayPal for illustrative purposes, but the same holds true for credit card purchases.
Know the rules, regulations, and restrictions of your payment method. Once you are within days of the claim/chargeback expiration, file the claim and sort it out later. Protect yourself at all costs and ignore the snake oil and sob stories.
If you are unsure how long you can make a chargeback, call your credit card company. Spend the time to learn how long you have to try and resolve issues on your own, after which you hand it off to the credit card company.
People want to believe that others are "good" and will give the benefit of the doubt. Unfortunately the unscrupulous prey upon the tendency and exploit it to their advantage.
Shoot from the hip, chargeback first and ask questions later...
P.S. Preorders of any kind are a BAD idea.
P.P.S. Please do not assume that I am either supporting AV123 or chastising the people who were harmed by MLS. I have no dog in that fight. To be honest, I have made a single purchase from AV123, and I was happy with both the merchandise and the interaction with AV123 staff. But buying in-stock merchandise is a far cry from a preorder. I wouldn't do it.