Then he broke the law.
Ok, we have a misunderstanding here. Each person did technically receive something for their key. In many cases, it was points on Glass's trench wars server, which got overhauled or score-system-glitched often enough that the benefits would last... not long at all. Glass and I differ in our defining of this particular case; while definitely immoral to give people short, empty benefits that you recognize as very short-term in exchange for some long-term thing, it might not be technically illegal.