The WoW analogy doesn't quite work. The people that are complaining have legitimately tried to get into the beta it seems, not come in late.
Fair point; though there wasn't a lot of trying involved - you marked your b.net account for beta and trawled websites and forums for a key. I didn't get one and used to be quite heavily into WOW achievements but FoS were always an extra bonus to say "I was there"; which is how I see this, but I didn't get in so I don't get the FoS.
If people wanted the FoS that much they would just buy a b.net account with it - just like how people buy the other ones or CE pets (granted that is shady)