Extreme levels of anticipation, caused by (franchise) fanboyism and possibly positive prior experiences with a series or developer. For example, I'm pretty sure I'm going to pre-order Arkham City, and I'm going to place my pre-order on Warhammer 40.000: Space Marine this week. Similarly, it's a safe bet to say I'd pre-order any new installments of Prince of Persia, Legacy of Kain (never going to happen, though) and War for Cybertron.