Seriously, you were looking around the internet and seeing rave reviews and lots of excitement before Phase Four? Because for the majority of things I was reading, a lot of people were very cautiously about any optimism placed, many places were citing "But 1.x may have tainted the name too much", stuff like that. And as pointed out, pre-orders shot up very, very late.
I'm personally surprised by the level of interest - I spent a lot of time nagging people to try to play the game and now people are arriving by the e-truckload trying to get in. Going by how extremely cautious the optimism was just a month or two ago, I struggle to see how they could have looked at the EU/NA market and have thought "yeah, our MMO is gonna rock the MMO community and we're going to need so many servers!" I mean, even the diehard reporter of FFXIV over at Joystiq was always cautious and wary when discussing the game. People weren't willing to get hyped and with no hype, the game was probably not expected to do so well.
They get paid lots to do it and they still didn't anticipate this. That could be seen as bad marketing, absolutely - and it probably was to some extent - but I trust people who are paid that much to do a better job than I would have done.