The problem is that this game isn't available yet, so consumers will likely get another voucher action like ATI did when they launched the Radeon 9800 cards. The HL2 voucher action in 2004 resulted in a lot of graphics card sales for ATI but the action did cost them about eight million dollars.
UPDATE: FUD Zilla now claims that users will not only get Half Life 2 Episode 2, but also Team Fortress 2 and Portal.