This is part of the ongoing battle between digital and retail (physical).
It's obvious than when your DRM-free hits gold-status and you send it to the physical-DVD-press, it's 100% no-brainer-bound to be available on the interwebs way earlier than the planned release date (1month-2weeks earlier).
If the delivery method were to be 100% digital (thus no retail) then all we'd have would be the preloading process with the small file that unlocks them all, released on the planned release date. No problem.
But we have (unfortunately imo) also physical which requires the game to be available before the planned release date (for physical-DVD-printing and shipping), hence highly susceptible to "pirating" from resellers. And when I say "pirating" I mean releasing the game before the planned release date.
So i can understand cdpr/gog going with the small file that "unlocks them all" for physical too, basically preloading the game for physical versions of the game too.
All I can hope is that their servers will hold on the planned release date and that they'll have the common sense to make this small file available thru all them channels ... so no legit customer would have problems playing the game on day zero.
Regarding if this is DRM or not debacle:
its hard to say, we'll have to redefine the notion of DRM but imo this is not DRM. This is just making sure that the planned release date is the actual release date.
KiNgBrAdLeY7: ...Tentacles...
Day of the Tentacle? Where??? :)