Well, I'm ticked off that they didn't give away an actual CD instead of a download voucher that expires in a few months. I'm also ticked off that Alice is not included in retail PC releases - that's horribly unfair to South American countries (and possibly Asian ones, too) where EADM still isn't a viable option to purchase your game. (They did fix the Euro problem for Mexico, but everyone else is still shafted. And people from Puerto Rico are getting the price in Euros, too.) If the Alice set was available at other, more foreign market friendly places, like Steam, Direct2Drive or GamersGate, I wouldn't be this pissed off.
And I could care less about the in-game items. I don't think they're worth anything (I want to kill things, not play Dress-Up Alice) and besides, they'll probably be unlockable via cheats / save game hacks.
This was the very first game I was actually thinking of buying at retail price in years, but limiting Alice to the EA Store just rubbed me the wrong way.
Edit: Also, they made sure people would preorder the PC version elsewhere before saying the game was an EA Store exclusive. That's just low.