I can understand upgrade options for editions that add extra digital content (dlcs, soundtrack, digital artbook...), but in this case, it's a limited edition and it only contains physical items.
It makes sense not to be able to upgrade because of this.
But a deluxe edition that contains things like the soundtrack and a digital copy of the artbook? I would love that!
It also contains a digital steam code of the game which is the part that has people skizzled.