In the spirit of fairness; how about when the time comes you are accepting preorders you do it in sort of a raffle. I'm guessing the wave of people jumping at the chance to preorder one will be way more then whatever can be manufactured. Even if i was one of the many that didn't get a winning spot for a preorder i'd be fine knowing it was simply a matter of luck, and not because i didn't jump in on the first ten minutes of the announcement or because three guy ran in and ordered them all.
But in reality, this isn't how normal business is conducted. Microsoft, Sony, HTC, Game Developers, etc. do not raffle pre-orders. They have a set amount of say the "limited edition", the more abundant "regular" edition, and the super rare "elite" edition, or whatever. If I was to walk into a gamestop say, and ask to pre-order a game and was told "you have to enter a raffle to even see if you're going to be able to," I would walk out immediately and I wouldn't purchase that game in retaliation to the ridiculousness that is the raffle.
Honestly if you're late to the game, then why should you get the same benefit as those who did their diligence. I'm all for limiting the number that can be ordered per customer, so one can't buy 1000 units and make everyone down the line wait, but it should be FIFO.
Now for BFL, it was handled poorly, those who did pre-order way in advance obviously are at an advantage, but this is not the fault of the customer, more so it is of the company. If for instance you have a 3 month pre-order wait time before release date, and you know you can produce 10k units in 3 months, then set the pre-order limit to 10k units. After that you can either have another pre-order round for the next batch, or just have the item as out of stock until they arrive.
If you announce a pre-order in advance, then how is it not fair to everyone? Everyone who is keeping up with this will be informed, and can then either purchase a pre-order when available or not. If the pre-order units run out, that's just what happens, wait for the next time its available.
Edit: Also, if the pre-order isn't a crazy long wait, then auctioning wouldn't be near as big of issue as it is with BFL.