Give me a beta key so I finally have a reason to buy and own PC with less features... uh, console I mean.
With that out of the way...
On the topic of pre-order, I do not care about simple stuff, like a golden gun texture, in-game title, fancy mount and so on. If there are viable alternatives in-game (mount going the same speed, gun having the same stats) I do not care in the slightest.
I do however care if actual content that is an integral part of the experience is locked away (looking at you, Javik). In the ME case and EA's ill-concieved 10 dollar policy (RIP) it felt a little like being shaked down by a mafia thug
That said I am on the fence here when it comes to DLC in general, people who pre-order do take a risk, and there should be some reward for it and a (substantial) discount on a season pass or upcoming DLC is a viable option. However, I feel there is to much potential and acutal abuse going around that I would be disinclined to fall for that. Often it is just cheaper to wait for GOTY edition or a Steam Sale like with Borderlands 2.
In any case, cavet emptor, read previews from sites and magazines you trust. Only pre-order stuff you are certain you are going to like and do not fall for pre-order bribes.