I don't know what Sideshow's strategy is meant to be.
Are these little, short-lived codes helping their sales, getting more people interested in their (extremely dull) social media platforms?
If it wasn't for codes I wouldn't look at any of their media beyond the retail site itself. The monetary value at the moment is so little that snagging a code is more about collecting a trophy after stalking a leopard halfway across Africa. But, more often than not, and as the way with leopards, you miss them and they take a chunk out of you instead.
How long would you have to stalk them at this rate before you'd have enough to make a worthwhile impact on a purchase?