It's bad because it reinforces the delusional idea publishers have that pre-order bonuses are a good idea. Obviously Fallout 4 is a fantastic example of how it should be done, no pre-order bonuses, no "buy now to get such and such early", but it's still something we should all try and cut down on. I'm also going to be playing from the start - will buy the game the second it goes live and all those reviews flood out (unless the reviews are much lower than expected, then I'll wait a day or two for gamer feedback).
If we want publishers like Ubisoft to cut the pre-order bonus crap, we kinda need to prove that games will sell well even without high pre-order counts and pre-order bonus incentives, simply by way of being a great game.