no, the pattern is to ask them to pay, but not actually make them pay before it's built. If they're willing to click the buy button with the price clear, you've learned something valuable about the price/value you're presenting, and you can learn that before you spend the money building the product.
To be honest, I've never been 100% comfortable with this pattern - it seems deceitful at the surface. I'd prefer an alternative that makes it clearer the product isn't available yet, but allows you to capture that same information. But I think once you do that, lots of people that might be happy with the price simply won't bother letting you know they'd be willing to pay - they just go somewhere else.
[edit]
Sibling comment talks about a 'pre-order' button, which is close to what I meant by the second option. I think you learn something really valuable with that approach, but I'm not sure it's the exact same thing you'd learn if the user thought it was available now. IDK, maybe it's _more_ valuable...
To be honest, I've never been 100% comfortable with this pattern - it seems deceitful at the surface. I'd prefer an alternative that makes it clearer the product isn't available yet, but allows you to capture that same information. But I think once you do that, lots of people that might be happy with the price simply won't bother letting you know they'd be willing to pay - they just go somewhere else.
[edit]
Sibling comment talks about a 'pre-order' button, which is close to what I meant by the second option. I think you learn something really valuable with that approach, but I'm not sure it's the exact same thing you'd learn if the user thought it was available now. IDK, maybe it's _more_ valuable...