Ye, pre-orders will be realized revenue when the expansion releases. This seems to be covering the start of the free LS updates and some of the 50% off expansion bundles that they'd been doing for the past few months. Seems like those were successful efforts, which is great.
Outside of my general "meh" about EoD, honestly it seems like post-layoffs and with the return of Colin and the other guy, Anet is starting to build a bit of momentum again. I hope they can keep it up and actually stick with a company/game identify now, which is something they've long, long struggled with.