What I don't like is the drive to get people to buy into something before it's finished. This game, or any game. Though especially with major studios, they don't need your pre-orders, they don't need the hype, they don't need to bribe reviewers (and any reviewer who takes a bribe should have their opinions declared null and void). If they can make a good product, it will sell itself.
While if they can't make a good product, rewarding them for it doesn't help anyone get better games.
I'd go as far as to suggest that beta access and in-development games shouldn't be allowed to have a charge for anyone testing them. Because what that does is make it more possible to profit without finishing the product. It's bordering on fraud.
And pre-orders are unnecessary in the Internet age, anyway. If someone wants funding to develop a game, there are other, more honest ways.