Because SE is a business too. I imagine they're all benefiting from these "deals" they make with one another. When Square became Enix, the soul was ripped from the company imo.
I think what they're doing is deceitful as well, but I think it's for publicity if anything on SE's part.
Unless I'm missing something the keys are $7 and FP has to make a profit off of that, how many could they have possibly sold. I just don't think SE would go out of their way to set up such an elaborate plan when all they have to do is release more $10 expansions with movement speed equipment. Sorry, I couldn't resist.
EDIT: I completely agree about Enix btw.
The gimmicky FFX-2 that made up for FFX's ending, the increased grinding in FFXI and FFXII (I had a hard time with gil in 12 idk why.)
, and the very linear FFXIII. All of these games had their good points but seemed to experience higher levels of fail than their predecessors. Edited, Aug 14th 2010 1:41am by Osanshouo