They're doing this to target people who already have the Xbox One or PS4 and want to get some kind of limited edition bundle.
Say for instance you got a launch Xbox One with 500 GB hard drive, and you want the Xbox One 1 TB w/ Halo 5 Guardians... they're basically saying, "Hey, give us your old crap, we'll give you new crap for $249.99 + tax".
If you're a limited edition / box set type person, I can understand... when I was a hardcore gamer, I used to buy every limited edition there was. I have Collector's Editions of every World of Warcraft, including an unopened copy of the original World of Warcraft.