Well it is Eddie that cannot cope with the high demand due to the time it takes to ship orders whilst the credit card transaction is still authorised (or something like that). It is done for the right practical reasons, even though it may not be exactly customer friendly.
I don't know if any alternatives to doing this has been explored, but a random limited time opening (without announcing in advance) might work to limit demand? Or just, 'It will be open on Sunday for 10 minutes' without saying what time it would be.