We are launching a preorder campaing shortly, and I just don't see how I could do this without upsetting people. In our press releases, emails and other places

We are launching a preorder campaing shortly, and I just don't see how I could do this without upsetting people. In our press releases, emails and other places the pricing is clearly laid out. If you are selling a commidity on amazon, this could work, but I think it is easy to ignore the risk to your brand/integrity if you sell something to one person for 100 and the next person gets 60...