I think th reverse of what you said is worse. Very few people pay full upfront so a new figure now would just mean canceling and then order the new. After it’s out you’ve already paid full price. Go look at the complaining in the hulkbuster thread.
I don't mind them upgrading things in the future like making Mk 4 diecast but releasing a mk 50 without the cool features shown in the movie and getting all preorders done then releasing the one everyone would want after that is just horrible way to treat loyal customers.