I don't even have the MCC and I'm somewhat pissed about the idea.
My perspective is this;
I have FF Type-0 HD pre-ordered, and in part do not mind paying full retail for it on the assurance that I'll be the first to get my hands on what is hopefully a sweet, tasty FFXV demo that, not only just comes with Type-0, but is only 100% assured to people who pre-order.
Let's say that a week before the game shipped, Square-Enix said "as a thanks to people who have officially registered next-generation games with us ((actual selection criteria not important)) we're going to mail out codes to download the FFXV demo episode starting tomorrow!". I would be pissed. There, like the MCC, there's a price premium willingness to have your consumer experience potentially be horrible for "dat feel of exclusivity" and first access. People are willing to put their money down because what they think they're getting is going to be special and/or exclusive.