PLEASE read my post above.
When someone clicks ADD ITEM, it removes it from the site and is SAVED for the person ordering until they complete the order.
You can hit reload all day - but unless someone "removed" the item from their cart, or they closed their browser - it was saved for them the second they clicked ADD.
Here is one of the completed orders. With personal info blacked out.

The site was pre-set to launch that page at 6pm EST. (4PM MDT)
There are still 15 remaining. Sadly, not everyone that wants one WILL get one.
Next year it will be limited to 50 figures - perhaps more if I can acquire more of them.
I'm looking into it.
Would you guys of preferred no pre-booking for figures at all and just taken your chances arriving early? Please, tell me. Because until last night, I still wasn't sure on what to do.