Right now they are releasing their worst lots. A lot of people show up at releases and defer for the better lots in later phases. This way the builder creates a huge list of buyers waiting for the primo lots and when they release them they can get top dollar at release for those. Along the way they learn about demand for their product and hopefully can increase prices each phase.
FWIW I dont think the drive to 15 is an issue for these houses. The buyers for these mostly arent concerned about that, They are staying in SV for work or heading west towards UCSD.
