It sounds like Lane should take a clue from the Acorn Bag people. When they get more orders than they can reasonably fulfill in a logical time frame they put a note on their website saying "We won't be taking orders again until...". This not only keeps customers from getting aggravated, it makes their products seem like they are highly desireable and available to only the select few that get their orders in when the brief windows open up.
Even if these are the best racks in the world communication with the customers (especially something like email that can be responded to at any time of the day or night) has to happen or it will kill his business.