The band sent out an Email with a preorder for the digital download, here:
http://www.myplaydirect.com/ghostbc/
Even though I thought it was weird to preorder a digital download, it looked like a good deal, so I bought it. A few weeks later, they sent out another Email offering to upgrade the order.
(broken link)
I upgraded the order to the red vinyl package, giving me a credit to the original digital download preorder, and a new charge for the vinyl package. All in all, I thought this was a pretty good way to handle fans who subscribe to the band's Email list.