Testing waters since they're tired of losing their a** on Star Wars sets (rehashes, fan fatigue). That's maybe putting it a little strong, and I have zero evidence to back that up (sales figures, etc.). It's odd to not have box art available but agree with nolanfan34.
It will be interesting to see if preordering is a new thing. More interesting will be what that does to reselling. I mean usually once something was available, a backorder indicator was a sign of high demand since initial