It seems like an excellent idea to me. Stores really need all the help they can get to survive against the online retailers.
The online retailer's storefront is always open, and is accessible from your study at 3am while you're sitting around in your skivvies. The bottom line is that you get the product you want (rarely are they "out of stock") for about 10-20% above wholesale, and some dude actually brings it to your house. That's an amazing business model. The only problem with it is that it is essentially parasitic: it puts retailers under but retailers are a great place to meet, game, hang out and give the hobby visibility.
But when it comes to a purchasing decision, there's no line like the bottom line. So retailers have to scramble to add value any way they can. Play areas are a big deal. So are hosted events. So is a savvy staff that can talk the hobby with patrons. Snack availability and other creature comforts can also help.
The ability to have the product out first is a huge advantage. That adds a ton of value: now you're not just paying more to throw your local retailer some charity (and Heaven help him if he's some irritating dude that doesn't naturally provoke a charitable response). Now you're actually getting something extra for your money: you're getting the latest-greatest first.
I think WOTC hit a home run with this one.