From the tea leaves I've read, it seems Dodge is making the first run of cars they way they think the buying public will like them, in order to get the Hellcats out in the wild. There aren't that many option combinations where they can't build what they think will be most popular. So it sounds like Dodge, with input from maybe some of the larger SRT dealers, is spec'ing the first ones, and will hand them out according to their allocation formula. I have also heard the initial ones may be numbered.
After, the initial run hopefully custom orders will be accepted and built for individual buyers.
The above is my opinion of what's currently going on based on what I've read and heard - time will tell the story...
I cant believe grown men cant put 2 and 2 together lol. Of course you are not going to be able to order what you want on the initial allotment of 300 - 1200 cars, they have to get them built and to dealers so all those people wanting to pay the markup can. Once those 1200 are built, then they will start building the customer ordered cars.