Yeah, I'm a bit confused because I thought this had become common practice. For a few years now, I've seen a bunch of games where you get some special content (a different outfit, or starting the game with some bonus or special gear) when you pre-order from a specific store. Since it's different "special content" for different stores, you'd have to buy multiple copies of the game to get all of the content. Then, after some period of time, the game releases all of the special gear as "DLC", and then it's also is included in the GoTY edition (or whatever they feel like calling the edition that includes all the updates and DLC).
Is there a difference between that and what we're talking about? I'm not sure I really see the problem. These bit of "special content" are usually kind of stupid, like maybe you start with a extra bit of body armor and some shotgun shells or something.
Plus, honestly, I usually wait until the "extra special edition" is on sale on Steam before I buy games these days. Not that I would expect everyone to wait, but it's kind of great. I avoid the hype machine and get to see what people think after the hype has died down, you get all the DLC, additional content, and bug fixes all at once, and you get it for 40% off or something.