Yep. Ever since the first year that the pony sold out so fast (muffin) they increased the edition size dramatically. DJ Pony was around for WEEKS. Mane-iac was around for at least a week, as was her doll counterpart. SO I would not panic and I would not, if I were you, resort to ebay or pay an inflated price. Just wait for the shop to open.
Someone at SDCC said that there was a sign on the Hasbro booth that announced the exclusives would go up in the shop on July 28th this year. So check out the shop on that day. Expect it to crash a lot since LOTS of other people will be doing the same- but I would not worry about them running out of Equestria Girls or Pinkie (the star wars exclusives on the other hand, usually do run out very fast)