These free games a flipping pain as well, I had a AMD card with a free game (BF4).
I used the game thinking all is great. Then I started having issues with card and had to send it back. I was charged £45 for the 'free' game, it wasn't even worth that much and I never played it again as I wouldn't normally buy the game to start with.
I wish they would sell the cards without the games, as others have said the free games are not free. I also agree that this locking down of games is stupid, the publishers are not loosing sales. They got paid for a copy each time, only one person uses the game code. It doesn't matter if its punter A or punter B, its still on one person using it!!!
Sigh.
OCUK, any chance you can relay your customers feelings back to your Nvidia contacts???