I don't understand why publishers are so interested in preorders.
Perhaps because of the huge logistics advantage and cost efficiency of fulfilling preorders compared to normal orders?
With preorders, you knew exactly how many boxes you need to make, and where to deliver them to, and exactly how much revenue you are going to get. That's basically pure profit.
Compared to guesstimating the how much you will sell through retail, and guesstimating how many to send to which retailer, and how many each one might sell, and worrying if the game would be a dud and the boxes would go to landfill, while also worrying if the game would be too big a hit and you can't make them fast enough... preorders is a logistics heaven!
So, if you were a game publisher, wouldn't you try to get people to preorder?