Pretty apathetic, honestly.
The Dragon Age 1 and Mass Effect 2 bonuses turned out to svck (armor that was either unusable, ugly, or both). And the Fallout:NV ones were bad - why would you want a power boost at the beginning of a "struggle to survive & succeed" style game?
I kind of miss the days of physical pre-order bonuses - posters, soundtrack mini-CDs, stuff like that. (I still have my Parasite Eve 2 zipper pulls, Chrono Cross desk clock & soundtrack, and Legend of Mana soundtrack.

Silly stuff, but better than in-game things.)