The new Tomb Raider sells for $60 and theoretically came out on Friday the 14th, but people who bought $70 or $90 special editions could play it two days early.
NBA 2K19 sells for $60 and had a release date of September 11, unless you paid $100. Then you could play it four days early.
The special editions of Tomb Raider and NBA 2K both offered more than early access, but that was a major drawing card. You could argue that Tomb Raider was putting the price of about $5 a day on playing early, NBA 2K putting it closer to $10.
It's not just them.
If you pre-order any of the various special versions of Assassin's Creed Odyssey that cost $100 or more you will be able to play the game three early. You can play Hitman 2 four days early if you pre-order the Gold Edition of the game for $100. The lone major Xbox One exclusive for the fall, Forza Horizon 4, gives four day early access for its $100 ultimate edition. Battlefield V will also let you play three days early if you pre-order the $80 Deluxe edition.
Battlefield comes from EA, which has been doing the play-early thing for a while. The company's EA Access subscription service has offered early access to its games as a selling point, though that early access has usually been limited to a set number of hours of play time. They also will just let people pay more to play the whole thing early. FIFA 19, Madden 19 and NHL 19 offer early access if you pre-order the more expensive editions, starting at $80 for all games.
Some of this has happened before. Last year's FIFA 18 and NHL 18 games, for example, had Play Early deals, too.
https://kotaku.com/many-big-games-now-have-two-release-dates-and-the-earl-1829123098
Not sure if there has been a thread about this yet, but I've noticed as well how this trend seems to have spread among publishers recently and I wonder how people feel about it.