I don't think this was well played by Google or intentional at all. The Google Play website is still down. Tarnishing your brand in front of current and potential customers just to try out a guerrilla marketing tactic is just plain stupid.
A much better tactic would be to have a site that's up, responsive and presents a simple, joyful order process. That would win evangelists. People could point to the Nexus 4 launch and say, "Look everybody! When Google launches a phone, they do it right. It was a painless, awesome experience."
That is the complete opposite of the Nexus 4 launch we experienced today. Google bungled it big time (and I say that both as a consumer as well as an owner of Google stock).
When people hear about the struggle to get one of these phones they get curious. I clicked like crazy to and luckily bought two phones... I have to say I look now a bit more forward to them because they took effort to get. This kind of stuff works for most human minds.