Queefee....While this might not be the official plan, I guess it could work out the way you describe. I know that Outlaw has been offering (questionably) low prices on their 990 and then on the Onkyo/Integra stuff while we wait for their 997, however they have not promised any discount on the new gear. I'm not aware of emotiva offering much of any special discount in preparation for their offering.
As always, never believe the "hype"...buy what you see available. For example, the NHT Controller was going to be a fully programmable, easily upgradeable processor and it was sold as such...but the upgrades never came, no support for HDMI 1.3 so it's obsolete with no upgrades ever coming. NHT did did go out of business (although they are back now), etc. Lots of reasons why this happened, but it certainly was not their plan...(and by the way it is an excellent controller for what was delivered).
As always, never believe the "hype"...buy what you see available. For example, the NHT Controller was going to be a fully programmable, easily upgradeable processor and it was sold as such...but the upgrades never came, no support for HDMI 1.3 so it's obsolete with no upgrades ever coming. NHT did did go out of business (although they are back now), etc. Lots of reasons why this happened, but it certainly was not their plan...(and by the way it is an excellent controller for what was delivered).