What was so wrong about cutting UPC codes out in the first place, you have to wonder. Why the whole mail-away thing is set up different than a process that has worked, and continues to work, for the last 30 years is just baffling.
So, let's see how we benefit from this mail-away:
1) Carded collectors have to buy an extra set if they can only find heat-sealed versions
2) All collectors have to be on their toes to not buy tampered goods, average buyers even more likely to be screwed
3) Even if you do get all of the parts, the free figure still runs you $4.95 on top of a $50 or greater purchase
4) The figure you get isn't even based on a vOTC/TSC sculpted figure, but a 6 year old one instead
As Hasbro is prone to saying lately, that's an awesome promotion.