it's to generate preorder sales. hence, p-2-w. doesn't really relate to purchasing the dlc content, per se. if that is a decision that you are going to be making, to buy the dlc regardless, then you would only be getting the weapon as a bonus (early access).
but the ways in which Bungie has included this as a "hey!! preorder the Iron Lords and get this unique looking skinned weapon!!" makes it sound as though they are grabbing for extra sales.
do you see how this works?
English
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That's not pay 2 win though, pay 2 win is paying money for a game advantage if you don't pre-order you still get the new gally. a different color doesn't really seem like an advantage
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But it doesn't offer any advantage, so it's not Pay2Win. It's called business.