You seem to be missing the point of Shift codes. They're to stress test the servers, not to reward everybody. They dont give out enough codes for everybody anyway. And yes, it's horrible being given free stuff at an inconvenient time. Just awful.
I think they admitted to begin with that Borderlands 2 was more of the same. And thats funny because people have a hissy fit when a sequal is radically different (Resident Evil series anyone?) and now they're having a hissy fit if it's not. You're just never happy eh?
Loot does seem a little more sparse i'll agree, but i HAVE found some ridiculous weapons. I picked up a 7.3k burst fire sniper at 40 and im still using it at 46 with no drops coming even close. Im still lacking an appropriate shield (12k shield, 25k health) but something will drop.
I havent played a moment of multiplayer but there are multiplayer themed encounters. Vermivorous, Terramorphous etc and DLC will likely to be tailored that way. Start adding OCUK to your steam list.