No reseller was allowed to disclose anything (not even the existence) of this upcoming launch before a date ~10 days ago, under strict orders from Ultimaker, so they cannot really be blamed for not acting in conflict with their contract...
Still, they could have recommended us to wait 10 more days then, without mentioning anything about what brand or model that was being launched. "Just wait 10 more days and make your decision then", would have been of great value to us, especially when we were going for our first printer in this niche area of products.
Anyways, I'm happy with the UM2+ so far, but I'm buying from your company next time.