Should hardware startups try to look for and acquire customers who will pre-order the product or should they just grow the hype before the launch?

I've recently joined a hardware startup,the first shipping of their product -which is a cool gadget- will be around November, they have already gone through crowdfunding and all that and have around 150k in pre-orders. Few days ago the CEO of the company told me that they want to change their strategy and focus more on growing the number of followers on social media and the hype around the product until the manufacturing and launch in November and not the actuall sales because he thinks people dont like to wait,he even wants to stop any futther more orders. i just wanted to see what you guys think,sorry if it got too long