it's to generate preorder sales. hence, p-2-w. doesn't really relate to purchasing the dlc content, per se. if that is a decision that you are going to be making, to buy the dlc regardless, then you would only be getting the weapon as a bonus (early access). but the ways in which Bungie has included this as a "hey!! preorder the Iron Lords and get this unique looking skinned weapon!!" makes it sound as though they are grabbing for extra sales. do you see how this works?