Totally agree.
And I'd be totally pissed - I think pre-orders are an absolute joke unless you want the goody (and the last goody I thought was worth it was for Wind Waker).
$5 to guarantee you'll have a game for me to buy? Please. I'll wait until I'm ready to buy it, then either find it online or pick it up somewhere else. It's not like every 3rd store in the mall doesn't sell games these days. Plus if I look around I'll possibly find it $5+ cheaper somewhere else.
$5 towards a game I want, in exchange for a goody, I'm cool with. But if I gave 'em my money and didn't get my goody I'd feel robbed.
I still think the whole "GTA/Madden" comment and the rest of it sounded a little heavy handed though. Or at the very least elitest.