Whatever the Hell that means, even BattleShop has only PDF available...
I look at as a supply vs estimated demand vs actual demand issue.
if they estimate that the demand will be 10,000 units and print 8000 units (what they can afford) and estimate that they will sell out in 3 months, but in fact sell out in 1-2 months then the reasonable assumption is that they under estimated the demand, you then typically with turn around and authorize (request) another print run, the question is do you assume the demand will be satisfied by another 4000 units, or that there is enough demand to justify another 8,000 unit run or more? less? that's all stuff outside my experience IE estimating market demand.