Apparently preorders are still big business..
http://www.escapistmagazine.com/new...ogs-Breaks-Record-for-Most-Next-Gen-Preorders
Pre-ordering has never really been about ensuring that I get a copy. GameStop might not order enough but I have just about always been able to pick up a copy of any game at Target/Walmart on day one no matter how huge of a release. For established franchises that I absolutely knew I was going to buy like COD games I would sometimes preorder if there was some incentive like DLC for doing it. They would usually include an extra map and maybe an exclusive gun if you preordered and I know I'm getting it to play with my friends every year so it makes sense to take the free bonus.
For most games I don't think the risk is worth the bonus and I get most of my new releases from gamefly anyways. What I don't like is games that make a million different preorder bonuses depending on which store you buy from. They are just taking content out of the base game to make these exclusive retailer preorder bonuses and there is no way to get everything.