I can see the logic of pre-ordering physical goods. You are putting your place in-line prior to the official sale date, to ensure that you get the product in case it is highly popular and sold out. Totally make sense as I have pre-ordered some items myself. The difference between pre-ordering and simply buying at release date can mean getting the item or not at all. But what's the point of pre-ordering digital goods? The product is digital. Whether I pre-order or not, let's say, a movie in iTunes, on release date, I can still buy and download it without worrying about iTunes selling out "copies" of it. It kinda make sense on Steam where the term is "pre-loading," meaning you can download the tens of gigabytes of the game data in advance (but you cannot play it until release date), so you don't have to wait for the game downloading on release date. But for movies or music? Does iTunes "pre-load" the movie if you pre-order it?