This is the second game I have ever pre-ordered. The first one was GTA:VC which I ordered from Amazon. I had the option of free shipping and receiving it the Monday after the release, or pricey shipping and getting it day of release. I chose the free option and still got it on day of release.
The game shop I go to doesn't get many customers (it is a big chain though) because the shopping centre it is in just gets old people and students on their dinner break (me). I wasn't going to pre-order it because of that reason, but despite not getting customers it has a line outside waiting for door to open every time a big title is released so I didn't want to take my chances.
I just don't think it's fair how they are handling the 360 version of pre-orders. Some shops here are offering up to 1000 MS points when you pre-order the game. All I got with the PS3 pre-order was a flyer telling me that all customers will be ID'd when they pick the game up, and a GTAIV gift card (nothing on it).
PS: EU is getting a PS3/GTAIV bundle and it is rumoured to be heading to the US so any GTA fans looking to buy a PS3 should wait a bit to see what happens.