No doubt the big push with Elemis is because they are nervous. There have been a lot of surprisingly unsuccessful TSVs (being frantically pushed right up to the midnight hour)... remember Molton Brown???
I would guess that the order they will have put in for Elemis will be on the large size - maybe upwards of 20,000 units and that's a lot of money to have sitting in your warehouse, taking up a lot of valuable premium space in the fast-moving part of the warehouse (as opposed to those backwater areas where the fossilised remains of brands that are no more exist). I would further theorise that stuff which is no longer a TSV gets moved out of the fast-moving part of the warehouse the further away from TSV day they get, so they have the space for the newer TSVs coming in... I'm basing that on the relative speed with which we receive TSV orders compared with general stock item orders - which suggests they have a fast-pick and pack area for TSVs.
I would also expect their approach to be influenced by the fact that they have probably not only fixed the prices but also the quantities they are getting for the September and Christmas TSVs - and we are already aware that in excess of 100,000 units is the likely volume for the Christmas TSV (though the September one is likely to be similar volume to the July TSV).
So yes - I'd say QVC are absolutely determined to ensure they get a sellout by any means possible.
Will they do this for other TSVs? Probably not unless it was another mega-seller like a L'Occitane TSV.