I mean that specific pups are being allocated at less than 2 weeks old.
I had a good relationship with the breeder but I think she got excited about how keen people were and decided not to wait until the pups were old enough to differentiate between. So at 13 days old I got pictures etc, with pressure to urgently select the one I wanted because she had sold some individual pups already.
I couldn't do it! It's too important of a decision to just say "I'll have puppy #3" when at that age I can gauge nothing about its looks or character.
So, ironically, she's ended up selling to emotionally-motivated random strangers instead of considered buyers.