Pune 3BHK upgrade: Pre-launch vs. premium costs?

Did a site visit to a Shree Krishna Associates project in Camp on Saturday. They're pushing pre-launch pricing for a 3BHK. I'm currently in a 2BHK in Baner, looking to upgrade. Is that early-bird discount actually real, or just marketing hype? Also, what's your take on floor-rise premium for a better view? Does it truly justify the extra cost for long-term ROI? Not sure if it's worth it.