The coupon only lasts for the month and I think it is based on the calender month. I reactivated my powerup rewards last week and it would have expired today. I will have more time to use the next one. I used my coupon to buy the Zelda BOTW expansion with no issues so at the very least I'll use...
1. Son'y doesn't need to be generous because they priced the PS4 correctly the first time around.
2. PS+ gets you so many free games (though a good amount are indie and retail games are PS3 only).