This is absolutely true. For example I have the CW Winter Soldier and was satisfied with that and had no intent on getting the IW Bucky due to what I thought was a lame outfit and also cause it's Bucky...why do I need 2 of a C-tier character when I've already got one to represent him. However when they dropped the promo images of that amazing 3.0 head sculpt I was sold! I did a complete 180 because of how astounded I was by the quality/likeness of the new head sculpt.
Trust me, had they ended up releasing IW Cap after Avengers 4 Cap had already been revealed, but IW Cap head sculpt was next-level, top notch quality, I would still be getting it regardless of a newer A4 version.
In the end, HT did a disservice to their customers and themselves, pure and simple.