I think Activision may have missed the point of pre-loading entirely.
Call of Duty: Advanced Warfare was made available to pre-load on the PlayStation 4 recently, and on the Xbox 360 a fair bit before that- however, when the game went live last night and finally released, people who had decided to go digital and based their digital purchase on being able to play the game as soon as it launched thanks to pre-loading it were in for something of a shock.
On both, the Xbox One and on the PlayStation 4, users reported a myriad of problems, when it came to downloading, with the game either getting stuck in a loop downloading the day one patch data that it should have been downloading, or mandating deleting all the pre-load data and re-downloading the full game, which, again, defeats the point.
It was a bit of a snag in the launch of what otherwise seems to be one of the best Call of Duty games in years, and a bit of a surprise, considering how progressive and on top of things Activision otherwise is with their digital initiatives.