I don't think it's that simple. The behavior is shitty, sure, but I don't buy games I don't want because the companies are nice (actually I may have done this in the past but you get my point). They're offering a product, and I think it's worth the price they're asking even if it ends up being the retail version at 60fps, so I bought it.
I'll totally agree that if the PC version being the same as retail is enough to stop someone from playing, then they should wait for impressions, pictures and videos instead of preordering, as shitty as it may be to miss the artbook and soundtrack.
If it ends up being 30fps locked, then I'll be mad as fuck, even if it looks next gen as shit. YMMV, you know?
EDIT: I guess what I'm trying to say is that buying a game you want is not necessarily rewarding anyone. Rewarding companies I like would be buying games I'd normally wait for a sale (especially because I KNOW they'll be on sale very soon) just to support that company, like I do with XSEED. Or buying games I already own to gift to people because I really like it and I want to further support the company.