Yes, this makes sense, I feel like they're rolling in the dough when they do an MTO of some iconic, sought-after print, to the point where they have to close an MTO early and schedule a second one. But the monthly/weekly releases that they roll out generally seem to suck, and stick around in the online shop. Even the ones that get hyped up seem to sell out in only one or two colours, and then the rest hang around for a couple of months before going on sale.
I suppose making bank on the super popular MTOs of dresses every girl wants tends to make up for losing money on the weekly releases, and would explain how they're still top seller for La Foret like >>9206980 says (well, that, and the La Foret shop always has exclusive special sets to draw buyers in).
The flipside of this is that now, when a print goes up, you'll get a few girls predicting whether or not it's a clusterfuck enough to go on sale later on, and the girls that are sitting on the fence might chose not to drop money on it now if there's a high enough chance the dress will only be worth half of what it is once AP puts it on sale. Yes, the girls who still love the dresses will still buy them, but it's still sales lost from those who like it, but gamble on the dress going on sale later, as almost all AP prints have gone on sale this year.
AP has always walked a fine line between just enough stock and barely enough stock as part of their marketing to get girls to buy first, think later. I just don't see a lot of benefit to the "so much stock, come back and buy it at 50% off later" strategy, is all.