This where we need to agree to disagree. I just can't understand why a 90% discount is scummy or can't be a gift.
If there's a 90% discount on the game for everyone, then it's fair, there's nothing scummy about that. But if it depends on clicking on a gift box in a hidden corner of the website, then it's unfair. What about people who don't know about the giveaway? Are they okay to pay full price?
I don't like Epic Games, but I have to take their side on this one. When they do a giveaway, then it's free for everyone - you don't have to find the icon of a box on the bottom of their website to get it.
For the record, in my shop, as a Christmas bonus I "gift" my employees a 75% discount for upto $750 of any product(s) that's in the shop. Is that scummy? Is it any less a kick-ass deal for them because it's not 100%? Is it not a VERY generous gift on my part to them?
I'd say that depends. If you sell a wide range of stuff that they need, then fair enough. If the company I work for did a similar thing, even with a 99% discount, it'd still be useless to me, as I need absolutely nothing of what we sell (not that I'm in danger of that, though - I work for the only company on this planet that gives you jack shit for Christmas).
Not to mention you're forcing them to pay the other 25%. If you really want to be generous, then give them a 100% discount, but with a lower value, imo.