The reveal isn't the main concern here, I think the fuss is mainly about it's close to the first game, no reveal and the length of time it takes now due to supplier to get a jersey.
Some fans want the shirt before the season starts, some fans are ok with waiting 6-8 weeks from order to receiving, other fans don't care at all.
Lets be honest the shop hasn't covered itself in glory the past couple of years when it comes to orders when people are paying good money.
From a business point of view it's always nice to have revenue coming in before a season starts so pre-order payments for shirts however much that may be is still welcome income, shirts alone could bring in £20-30,000 for a season.
21 days is a reasonable time for a n order, 4 weeks acceptable, 5-8 weeks definitely not.
I ordered a Seattle Krakens ice hockey jersey personalised with my own design of "Foo Fighters" and "94" on the back and arms which is all fully stitched ready for Taylor Hawkins tribute concert sept 3rd and it took just 25 days, from order to manufacture to delivery from China and its excellent quality.