That there is the Deluxe Vault Hunter's Collector's Edition, which includes a bobblehead of Marcus Kincaid; a hard-bound art book; a collectable sticker set (!); a map of Pandora; a digital comic download code; and a bunch of downloadable in-game content.
Then there's the Ultimate Loot Chest Limited Edition, which does indeed look fairly ultimate: Everything from the Deluxe Vault Hunter's Collector's Edition, plus: A steelbook case; a "Creatures of Pandora" ID chart; a cloth map of Pandora; and a numbered certificate of authenticity. All of that comes in a collectable scale replica of the red loot chests you'll find throughout Pandora, by the way.
Both of the Borderlands 2 special editions are only available in limited numbers, and they are available for all three release platforms - Xbox 360, PS3 and PC. If you want one, better act fast!