It was prompted by me - after I sent them numerous e-mails to:
1. To their customer service rep directly (no response)
2. To the store manager Boris (no response)
3. On their FB page sent a message
4. Sent also via their contact us message box on their website
I think either 3 or 4 would have triggered it - although yeah the excuse sounds really thin on paper, and imagine if you have paid A LOT of money on pre-orders - these jokers could just disappear at any time and you'd have little recourse.