It's their way of doing things, they load the placeholder with a "coming soon" tag, which is good marketing.
That way you know ahead of time it will show up so you can keep an eye for it.
The date is usually not 100%, but even if it is the 28Th, that's a whole month of notice as opposed to Canada that gives you diddly squat only to run out of stock in the blink of an eye.