Nvidia have obviously thought it was a good idea as well, I'm not sure when this whole shaboozy will die out. I agree though, I'd rather pay less for the 'cards then spend more and get games I'd probably never even play. I've only just finished all of the games that came with my old 7870 (nexuiz,Dirt Showdown, Shogun 2 and sleeping dogs). Its especially annoying when you get more than one GPU as well, although I'd imagine it makes Christmas presents easier ;D.
yea the "free" game stuff is the cancer of the GPU industry imo. the whole thing just got out of hand badly, when there was one free game it was still acceptable, but 10? that's just stupid, only makes me wonder how much the card is actually worth.
i don't think i've played any of the games i got as a freebie a whole lot, i sure as hell wouldn't have bought a single one of them.