Prices are coming down on these codes on Ebay due to saturation (EDIT: Bioshock & Tomb Raider codes anyway). They are hovering around $60 for a code, but I've noticed some popping up for $45-50 as 'Buy It Now'. Grabbed one for $45 as I couldn't resist.
I would imagine you can't DL it from Steam without a key or buying it from them directly. It's not F2P as in no entry cost, it's like Guild Wars 2 where there is no sub fee but you still have to buy the game.
Reward certs still lower the price of the item (making PMs harder) don't they? Are you guys banking the reward points and just paying the $60 up front on all games? I don't really buy anything at BB other than games, so banking them and not rolling them onto the next game doesn't work. Still...