I kinda disagree with you in this particular case. Yes, there is no doubt pre-order and anything that incentivisses that is shady as hell however IMO warhammer 2 has one of the best "pre-order bonuses" ever made. I think the following points show why it is a good approach:
- you don't actually need to pre-order; if you buy the game up to 1 week after launch you still get it;
- there is no "cut content"
- rewards the fans of the previous game as well as anyone that has the first game (since they can play against a new faction and also get content for free).
I think the previous points clearly show this "pre-order" DLC is by no means a quick cash grab. In an ideal world there will be no pre-orders and no pre-order DLC however what CA has done is a rather good compromise.
A fair point well made.