Well according to the copy posted in the email "As a token of our appreciation we are offering all our pre-order customers and new customers 10$ off your next order with us just enter Avenger1001 at Checkout".
So the company was even offering that measly $10 coupon that the pre-order customer wanted!
Except that new customers could use that $10 on the controller that pre-order customers had already purchased, while pre-order customers would have to buy something else (your next order) in order to use the $10 coupon.
He is in marketing, and didn't know someone like that?
And this whole thing could have just been avoided with a measly $10 coupon.