When the hell did "FREE" become "PAY MONEY"?
You just realized this? This particular scam dates back at least to P.T. Barnum. Surely you must have heard of Columbia Record Club, or cereal box tops, or one of the bazillion "free reward" companies that popped up and vanished within the past decade.
It's the first time I've seen it for PC games, outside of spam and phishing attempts.
I want F1 2010, but now I might think again...
At this rate, it won't be long before the only damned games I buy are indie ones, as all the big publishers seem to be on a mission to get me to boycott them at the minute.