Funly enough, some publishers on steam has been doing stuff like this for quite sometime now. If you pre-order Tales of Zestria on steam for example, there are 3 tiers of pre-orders and more the people that pre-order, the more "rewards" you will unlock
http://store.steampowered.com/app/351970/
So its nothing really all that new although SE does take it a lot further
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