You may initially be taken aback by Activision's latest Transformers: Fall of Cybertron announcement whereby confirming three different store exclusive pre-order bonuses for the upcoming game. But I'm sure you'll quickly come to terms with this because: 1) it seems to be common practice with some publishers and 2) Activision did something like this with War for Cybertron.
Pre-ordering from GameStop will give you access to the G1 Optimus Prime, along with G1-inspired weapons; if you're from the UK, pre-ordering from GAME yields the same bonus. If you decide to go with Play.com, you'll get a pretty awesome looking Swoop character for use in multiplayer.
Your final option is to side with independent retailers such as ShopTo which will give you an unlock code for a single player G2 Bruticus skin.
If anything, this move is just going to confuse those who are planning to pre-order the game as they'll now need to go looking for the bonus that best suits them thus, once again, dividing the fanbase.