There's no reason for smartUSA to change the reservation system. From their perspective it's working great.
1) They're selling every car they can build as soon as they build it. It doesn't matter a bit to them whether the buyer ordered that specific car or not. An orphan sale is just as good to them as selling a smart to the person who originally ordered it.
2) Allowing potential customers to configure all of the smarts being built saves them the trouble of having to guess at the options people are going to want. Since all of the cars are being sold immediately anyway, who cares who configured it?
3) Special ordering ANY high-demand vehicle involves a wait. The more in demand the vehicle is, the longer the wait. MB only plans to send 25k or so smart cars to the US this year, and the reservation list has 40k people on it. You do the math. Again, it doesn't matter who configured the cars, they are ALL being sold IMMEDIATELY.
4) The cars aren't sitting on the lot for 30 days. More like 30 minutes. ;) You have 30 days from when you receive the 45-60 day email to guarantee your purchase, which still leaves the dealership with a couple of weeks to pair the car up with someone from the orphan list if you choose to back out.
Raising the reservation fee would be bad in several ways, especially considering how the spectacular failure that is ZAP has already affected the perception of ordering a smart car. Remember, it's good press for smartUSA to be able to say that they have 40k people on their reservation list. Raise the price to $500 and that number drops, which means they don't have nearly as nice of a number to brag about.