Because the fragmentation of gaming wasn't bad enough, GameStop now wants to involve itself in the development of games in order to score exclusive pre-order content at the source. They don't want to wait around until a game is finished! No sir, they want to get in on the ground floor and attempt to shape content as it is being made in order to offer exclusive pre-order content to customers.
Colin Sebastian, Analyst at Baird:
"(GamesStop) indicated that software publishers are more enthusiastic about partnering with it," Sebastian wrote in his note to investors. "For example, by offering exclusive content on each major game release, and longer term, future models may include GameStop offering exclusive gameplay."

Jackie Smith, GameStop Spokesperson:
"We are working with our (development) partners to build in a longer lead time. And we are working with them to get both physical and digital exclusives for our customers."

GameStop, with all due respect, kindly fuck off.

It's bad enough that games already have companies talking up Season Passes and upcoming DLC before these games are even released. It's bad enough that there are differences in content offered between digital download versions and physical retail copies in general. It's already bad enough that most retailers already get exclusive (sometimes timed) content so that gamers don't get a complete package in most cases. Just look at the fact that Watch Dogs had NINE different offerings, all with different content, and not a single one included all of the content offered. Now, you want to get in on the development process to gut content from these games at an earlier point?

Disgusting.

(via Gamesbeat)