It's not gamer entitlement. It's a risk/benefit determination. What is the incentive for the consumer to pre-order a game? If nothing is presented as incentive...well...then why pre-order? It only serves to help the company. Quite literally only serves to help the company. They get to show early on, a profit on their reports for the game, before it's even been released.
The debacle with the Aliens: Colonial Marines is a good example of this. Everyone went nuts and pre-ordered it, and it showed to be a financial success, before anyone had even played the game....and the game was a POS. So, yeah, I'm not terribly inclined to give a company, any company, my money ahead of time for a game (or any other product), without seeing what I'm paying for.
Personally, I'm never in any rush to play any game, or so desperate to have a particular product, that I have to pay them up front, before release date. I can wait, I'm patient, and I will listen to the final reviews to decide if it's worth my money. In order for me to pre-order something, in order for you, as a business, to convince me to pay you money on simply the promise that the game will be good you had better give me some incentives. Because I'm somewhat cynical when it comes to business. I've seen enough company owners that were so worried about the profit margin, that they were willing to lie and misdirect all day if it meant they got their quarterly report to look good. Again, using the market strategy that was used for Aliens: Colonial Marines as an example of why pre-order isn't in the consumer's interest.
I don't have any reason to pay you (the company) up front, when it benefits me in no way what so ever. But, just like many other businesses in the world, they will offer perk packages for those who show up and help promote their products. "Help us out, and we'll help you out." It's simple.
If you don't make it worth my time and financial risk to support your product on an earlier time line, then I'm not.