When a company announces a pre order date, that applies to every outlet selling it too. With that logic Best buy could have set up pre orders the moment they got stock numbers. You announcing a date and retailers going rogue is not a good look. And you cant compare this to iPhones because iPhones release everywhere at the same time, so people know what they are getting into camping out on the retailer site until the clock strikes. This Sony thing was literally people going to random sites and refreshing all night hoping something came up.
Good look or not, it's what happened. There's been plenty of launch/release dates broken in the past.
Sony gave a date and they kept to the date they gave and it's that simple. You could not pre-order a PS5 directly from Sony last night. If people want to take issue to it being sold early, then they need to take it up to those that did the early selling.
The only group that has a right to have an issue with last night is Sony themselves as their guideline was breached. If there was enough supply to meet the demand then people wouldn't be irate, so this is mostly a people on the outside looking in problem.