Bioshock Infinite Season Pass question..

Okay, I traded another user a gamestop gift of Bioshock Infinite Season Pass pre-purchase, and it won't activate for them.

I would guess its because its a pre-purchase and the keys aren't sent out yet? Anyone else pre-purchase it?

Thanks

EDIT:

http://store.steampowered.com/app/214933/ <-- According to this..
Downloadable Content
Requires the base game BioShock Infinite on Steam in order to play.
Available: March 26th, 2013
This game will unlock in approximately 1 week, 4 days and 13 hours

I'm guessing they can activate it when the game releases?