I really don't think it is only for us. I guess they're going to sell a deluxe edition, which is very common now. You often have unique items in deluxe edition.
I personnaly never buy them (outside physical collector edition) but I guess having unique items is also a reason people buy them. I think only DoS fans may spend extra money specifically for those unique items, but I may be wrong and there are other content other people may be interrested by.
