Don't know the details of this ad, obviously, but fairly commonplace for publishers to do deals with retailers in all sorts of ways. Exclusive Pre-Order incentives, joint adverts, sometimes even exclusive distribution. All sorts of different things.
On your other point though, as far as I know, there IS no specific release date currently, and "November" is as close as they have announced? I thought that was where they were at? That would indicate to me that they are confident in hitting November, but don't want to indicate a particular date until closer to the time, which seems sensible?