He's saying that the reason they use abnormally high prices for placeholders is because if a customer sees a lower price than the final retail price then the retailer can face problems, especially if they allow for preorders.
If a retailer lets someone preorder the NX for, hypothetically, $250, then the console is revealed and costs $300, then that retailer would likely still have to fulfill that order for $250. That's why they price it much higher than they expect the actual retail price to be.
It's the opposite of the Price is Right.