Timing of such promotions is quite bad for many players I would hasten to guess. The middle of the month and most people get paid at the start or the end of a month.
This means many people who wish they could splash the cash and purchase one of these joyful boxes of goodness have probably missed out for a second time.
Now before you have a go at me and say I am whinging that I didn't get one, I got 4, 2 for friends and two for me. Maybe I'm complaining because I'm too nice and I buy them for others because they can't get one. I know they will compensate me in-game some how and it will become fair in the end. All I'm saying is better timing economical would actually A) sell more and B) not put people in a position where they have to buy multiple so others don't lose out.