I think that all the Hodinkee edition that I bought had something different than the original offering. In most cases there was not really a premium e.g. the Zenith, Hermes or Omega.
In this case I also think the price is not really a premium: the new ceramic version is priced as much and the ceramic/titanium proprietary material is really cool. The co branding is really discreet. But hey here is another interpretation: you order the watch in the rush (sometimes funny) window is offered and you get shipped same day. If we compare this with the Omega Speedy Tuesday online offer is way way better. I am impatient by nature so this might play a role. I wanted to a buy a new IWC from the new line but they come up in May or so and my Birthday is in early March
In terms of logistics and service they do a great job and I think this is very important for clients!