Thats a tuff question...theres many a valid point folks could make.
$60 does seem pricy...more so if someone buys a game and it fails expections. Then again Games cost money to make and more times than nuaght...the price tag is justified.
Folks going out to buy new released games used just becuase they are 5$ cheaper are just fail...and alot do it.
Alot of the pre-order stuff is kinda for impulse buyers and fans of x game....and hell I bet its aimed a bit to curb piracy.
And pff on the ''punish x company'' comment.