That's more like a pre-preorder. Preorders to anyone else are in September. It's like a loyalty bonus to players who have been with them awhile, with little things like free shipping on a small demo kit that will ship earlier than the main game.
It seems expensive, but the Heroes of Normandie box was similar, and they put quite a ton of material in the box. Each side for Heroes of Normandie got about double, or triple, what would be played as a "large" force. I expect that in Black Reach as well.
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