Italy jumps the gun on PS3 sales

It appears the Italians are so keen on getting PS3 units to customers that retailers throughout the country have decided to break the official release by a full two days.

Is this an attempt to placate insurmountable demand. An undertaking made to avoid an expected mad rush (as in the UK). Or are they simply trying to shift units they fear they won't sell. It could just be that one outlet jumped the gun so the rest have to follow, but that's not nearly glamourous enough for a console launch..