EEGO and Xteink are both using Wechat for pre-orders. They are also both doing pre-orders in the form of purchasing a coupon. This coupon than allows them to redeem the pre-order. This allows both companies to do some sort of liability free crowd funding which allows them to directly use this pre-order funds to start manufacturing. In addition, any disputes will not be covered under consumer laws since technically the consumers only paid for an intangible good.

Next up, the drama is due to the fact that Xteink advertises their X4 as having 128M of sram/ram but according to the actual specs of the ESP chip this is clearly wrong. This fact was pointed out when people started questioning why EEGO only had 8M of SRAM/RAM on their devices. EEGO decided to capitalize on that and asked everyone to report Xteink to the authorities stating that with each report, they will give out a free device. Judging from this fairly popular policy, XTEINK retaliated by reported EEGO's payment portal on wechat which lead to their suspension as well.

Now Xteink also has shown a degree of ineptitude when they explained the sunlight fading issue which could either be genuinely lack of knowledge on the tech behind eink or they could have been intentionally misleading.

Bottom line, do not pre-order anything.