They may not be releasing the Deluxe edition for sale until like noon or something. Given the UK is like 6 hours ahead of us here in the Midwest. Could be a marketing techinique being employed by Strange or iTunes. Thinking some may jump and buy the standard addition, then come back and buy the deluxe when it releases. Or it may be because most retail stores aren't open. For instance, Best Buy doesn't open until 10 so it might be a "fair game" deal where they're waiting until the other exclusive versions are available? I don't know.