What I don't understand is why businesses like this feel guilty for not being able to turn up supply and distribution at the tip of a hat. Should you do the res

What I don't understand is why businesses like this feel guilty for not being able to turn up supply and distribution at the tip of a hat. Should you do the research, make the contacts, and be ready to handle it as much as possible? Sure. But, what is most important is that the ordering process can quickly be modified to indicate to the customer that demand is high and that their order may take much longer to fulfill than you'd like. Customers understand high demand and although they might be annoyed, it is much, much better than taking orders for things without the customer understanding how their order might be delayed.