Delixe: Yeah sales are dropping fast so this is likely an act of desperation.
No kidding, i was shocked to see retail copies of a game released 3 weeks ago going for half price, time limited offers, on places dealing with retail copies like game and such. Whatever spin they try to put on sales, that's a clear indication that sales are nothing to write home about in regards to whatever expectations they had.
Delixe: Would have been better for loyal customers if they had announced two free proper DLC's or something. Or even a propper modding toolset so people can get working themselves on more than one cave.
The proper way to trully reward loyal fans would have been with BW points, so that fans could use them on DLC, already released or upcoming, but off course this is not about rewarding anyone, least of all loyal fans, this is just marketing/pr bullshit to boost DA sales and at the same time, like you said, make a few extra bucks on ME2 DLC.
Good to know the codes can be gifted and reedemed at least, otherwise this would have been a bigger epic fail than the community bazzar.