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: --Lex
Pre-downloading allows the buyer to (theoretically) play the game at midnight launch, just like if you had went out to a store and bought it at midnight launch. This is attractive to players who don't want to go out or wait for it to ship by purchasing online. It's also very common with PC games.
In addition, it's also supposed to help ease the load on the servers day one. If digital purchasers couldn't pre-load the game early, everyone would try to download at the same time, which can cause issues (of course, this doesn't magically solve day 1 server issues,but it may help somewhat)
As for playing early, that should be self explanatory. You get to pre-load it, but can't play it until official launch, just as if it were a physical disk.