It is a collaboration. Ninja Theory could have had a word and affected the decision on the comic being a digital only pre order exclusive, but I guess not really knowing much about the deal, we cannot be really certain with the connection of Ninja Theory and the comic.
I guess (just a guess) that they thought having a comic among their preorder bonus could reel in more gamers to be tempted to pre order or something. I guess the plan is sort of backfiring from the comic book and Valiant fans.
Yes, this is probably it and there's no better collaborator than Valiant. Valiant has a rich history of doing lots of different things in marketing for the sake of being different, because they can, and believe it's awesome.
Anyhow, please please please let's stop talking about it.
I don't think it will make me feel any better.