Reading between the lines it looks like a case of hell hath no fury like a system builder scorned.
Origin PC head honcho:
So basically, Origin were kept in the dark and given the cold shoulder, while one of their main competitors, Maingear, not only got the primo cards to demo (which pretty much says that Maingear were in the loop for some time),
they got centre stage at the launch and some reflected glory from AMD's close association.
If anything it looks like AMD playing favourites with one system builder, and kicking another in the nuts.
Probably not sound business sense from Origin, but if AMD froze them out and is actively marketing on behalf of a competitor I can see why they'd take the stance they have.