If you're not familiar with the term "bullshots" by all means look it up. Sufficed to say gaming companies have demonstrated that they are perfectly willing to use smoke-and-mirrors videos and screenshots to deceive consumers into pre-purchasing a product that isn't up to the quality it claims to be. And while such business practices are deplorable, it's really up to consumers to bring this kind of exploitation to an end. It's not that hard either. Exercising common sense is all that's needed.
Anyway, I've gone on long enough so let me wrap this up by simply saying - as tempting as it might be don't pre-order! It isn't worth the risk, and any worthwhile bonus content offered will inevitably find its way into some DLC included with the original product (probably as a discounted "Game of the Year Edition" or "Steam sale bundle") less than a year after the release date. Do you like code optimization, bug fixes and community made mods? Chances are your not going to get any of them right after launch, which means your definitely not getting the most polished experience possible if you pre-order. It's kind of like early access except waiting means you pay less instead of more. Think about that, won't you?