They're just aware the main reason anyone's buying the limited edition at its humongous price tag is the fact that it's... limited. They probably undershot it a bit in this case, but if there were too many made, the chances of superfans not wanting to throw down the cash increases.
I really think this is bullshit.
I'd buy it because it has a sexy cover and looks cooler than the standard edition.
I import blu rays from Europe because they have better covers than North American blu rays. Nothing to do with anything being limited
Limited editions are stupid. There are better solutions that make everyone happy. Take the Japanese Dragon Boxes (Dragon Ball Z DVDs) for instance:
The Dragon Boxes were limited items in the truest sense of the word. An order start date would be announced several months in advance, as well as an order deadline. The ordering windows were typically several months in length, and all manufacturing of the box sets were based solely on the number of orders received. In other words, they only made enough boxes to satisfy the orders made within the given timelines, after which point production on the boxes ended indefinitely.
That would have been perfect for this release.