Not everyone wants to do that, there are hassles and costs involved depending on locale as well. I know one Bronco was bought by a guy off the street near me last week. The "real Bronco fan" reservationist (as I've been told so many reservationists are), showed up at the dealer to finally see the vehicle he had never driven much less seen in person, and decided he didn't want it. So some guy off the street bought it later that day, lol.“ Orders not claimed “ is total BS by the dealership. Some sales rep or the dealership itself reserved a Bronco or two just like we did, and then made them priorities. They did it for the sole purpose of skirting any kind of mark up directive from Ford. If you read the reservation page, it explicitly states if Ford determines a reservation was made for the purpose of brokering they will cancel the reservation. Anyone who has a Bronco being delivered, that has since changed their mind, can simply buy it, and then sell it the next day for at least a few grand over what they paid.