I'm going to echo the sentiment that pre-order bonuses are inherently anti-consumer. Locking away content, even if it is just a gun or piece of armor, and giving it only to player that pre-order from specific locations or in general is never in the consumer's best interest. It serves only the company in driving pre-orders. People who can't pre-order from one of those select stores or that are waiting to see if the game is actually any good or even works, are simply screwed out of content.
Pre-ordering in general is something people need to stop doing. I do not understand why people insist on spending money for games that are not even released yet, and know only what they have been shown by the company. Too many times people have been burned by pre-ordering hyped and pretty games, only to discover it's crap when they get it. At that point, guess what? The company already has your money. Some of this might change now that Steam is offering returns, but I still don't think it's a good idea to do it.