In the context of all the 3DS owners who did give Nintendo $249 because, presumably, they wanted a 3DS, I don't see how that phrase is relevant.
Easy. Said people, myself included, would be pissed for paying an extra $80 for the exact same product, i.e. getting "punished" for buying in early. It's illogical and unfair, but also basic human psychology.
The classic example of this is when a rich guy tells a random crowd of people to line up in front of him so he can give each of them $50. He gives everybody in line ahead of you $50, but when your turn comes he apologizes profusely for not having enough cash on hand after all, and so he only gives you $20. Logically, you have no reason to be upset: you just got a free $20 bill, so yay! Of course, the more natural reaction is to think you just got stiffed. After all, everyone else got more than you did!
It's obviously not a perfect analogy for this situation, but it serves to illustrate the basic point: fair or not, early adopters would be pissed at getting "suckered" into paying more. Nintendo obviously knows this too, or they wouldn't be bothering to give away, what, $100+ worth of games, some of which will sell very, very well later on.
And just to bring it all home, a customer who feels slighted is less likely to be a customer in the future. Hence, "the customer is always right (even when he's not)."