People that pre-ordered HW or ARR got exclusive items for buying those products. Thing is, the statue will not be always be there, is not like you can just upgrade.

And giving anything for buying that statue in game is just a bait. The honest way would be to give nothing to those who buy the statue. But they have to make it so some people will feel the need, fan somehow the greed of players for extra stuff in game, be it glamour or the need of an emote... Its kinda sad, an emote based off Zantetsuken would be a very nice reward for a highly difficult challenge, just like the mount should have been in the first place. But hey, this forums belives is totally ok to put programing hours behind paywalls. Not buying those statues might be the end of square-enix!