It was a miscommunication and is meant to be released with the first dlc. The reasoning is that ps4 beta players gets the first dlc for free. So if they bought the season pass as well, that benefit would be useless. To make it right, they decided to offer that unlock as well with the first dlc. This is via @joekgbx. He also mentioned they’re in talks with 2k to possibly change this if I understand Joe correctly.
Yes, there will be people who’ve unlocked everyone before then.
Yes, it is due to gbx not being clear enough. (And gbx via Joe apologized for this miscommunication)
Yes, they’re looking into possibly fixing this mistake.
Do keep in mind that since they weren’t planning on offering it right away, their ability to implement may not even be ready.
@JoeKGBX, if I missed or am wrong on anything, feel free to clarify or update the situation.
Otherwise please refer to Character Unlock Keys ... A Little Clarification
For more info on how the keys will work