AFAIK Pimoroni have had those "existing customer" measures in place for some months for the Pi boards; it's not a new measure. It's a good way of resisting scalpers, IMO.
As is allocating some of the stock to the "essentials kits" that most new customers actually need anyway (particularly Pi 4B customers; the official USB-C PSU is one of the few safe bets).
As is allocating some of the stock to the "essentials kits" that most new customers actually need anyway (particularly Pi 4B customers; the official USB-C PSU is one of the few safe bets).