This is the definition of a product launch gone viral... and it's only for pre-orders. Of course, the product itself is compelling, intriguing, cool, and priced for mass appeal ($55). Product or content quality is a prerequisite... and Coin seems to have achieved that. But the launch itself was also well done and took advantage of the product-to-be's intrigue and interest: a great launch video, a gorgeous one-page site and order form, launch pricing (50% off), a viral loop + referral program, and easy sharing tools. The result:
Hours after launch, 46 of my Facebook friends had purchased and shared Coin (note: those are only the ones who shared on Facebook). And one purchase by me.