Eorzean Symphony - and First Run Bonuses going forward

So, having finally got round to inputting my code today from my Eorzean Symphony Blu-ray (will listen to the tracks while I go to the bank, they're on my OneDrive ready for Groove Music on my phone to stream), however, once I inputted the code, I got told "Select a character". So, having checked the store page, it turns out it's for single character only.

So, going forward, can we expect to see Square Enix pull more "Single character only" First run bonuses, and if so, why? Why not keep them account bound? Are they planning to sell the items on the Mog Station later on?

EDIT: For clarification, previous first run bonuses of FFXIV merch have been "Account-wide" bonuses. It's Eorzean Symphony that is single character only.

I hope that things stay accountwide. I don’t know why they would charge it and would like to know what their plans are.

I actually brought this up in the Shiva figurine thread. Granted it doesn't affect me since I don't have active alts, but it still leave a bad taste in my mouth with the way they choose to implement this digital bonus item.

As for the why, if you want a blunt and honest answer, it's simply greed and/or exclusivity rarity. There's a really slim chance that someone messed up with the settings when they created this bonus item, but I highly doubt it.