I know what you mean, but I don't think it's a big deal.
Thing is, I guess pre-orders exist so OWI/JAW can already have an idea of how many copies are already "secured" at this stage. The pre-order deals are made to offer additional value to the customer so that he wants to order it now and not a few days after release. The only thing I'd like however is to allow the customer to purchase the additional content on the side via DLC if he missed the pre-order, even if it means having to wait a few weeks. There are some games I did not buy because I missed the pre-order bonus and felt I would never be able to enjoy the "full" experience.
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I'm probably bringing up an extremely controversial topic here, but are we getting the same pre-order content when we pre-order it for Steam (if and when that becomes an option)?
Or would this anger the all powerful Playstation gods? 
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OWI/JAW claim to be platform agnostic, so I think it's a safe bet to say this kind of pre-order deal, or at least the content, is going to be available on all platforms.