Got mine a few days ago. Was as painless as you guys mentioned. Glad the website listing going down didn't

us all over.
People who pay the $20 for the code, also get a second code for free regardless. Are they unwitting fraudsters as well?
Anyway, nobody's lying about their purchase or making a stink. You literally call up, ask about getting a code for your purchase and they give it to you, whilst having access to the entirety of your receipt. It's on them to deny it, just like it's on them to not allow you to void the code in the first place. So no, it's not fraud unless you go out of your way to make up some nonsense story, which isn't even necessary.
I actually returned my Xbone CE today (having used the code, of course) in order to rebuy it towards the Ibotta rebate because I was dumb and forgot to get my barcode scanned the first time. Now if you said calling up and asking for another code was fraud, I'd be much more inclined to agree with you, which is why I have not done so.
You are more or less paying $15 for Yarny since you can
technically return it and keep your code. Feels too dirty though, and it helps that red is my favourite colour so he's cute enough to want to keep.
That said, I agree with him in the sense that $35 for the whole package is a giant rip-off. You're not only paying $15 for a silly cheap yarn doll and unexciting box with no other extras, but you're paying a full $20 MSRP for a digital download code that doesn't even come on a piece of paper/cardboard. It's absolutely a rip-off.
Compare that to Ori's physical edition. $20 ($16 after GCU) for a physical version of the Definitive Edition with a digital download of the original and a physical soundtrack. Yeah, it doesn't come with a yarn doll, but still. Not to mention, Unravel's been out for about 6 months and is already "free" with EA Access and had multiple 50% off sales, meaning it's digital value is already rather low.
Now if the CE had been priced at $25 and included a physical copy of the game (a soundtrack would have also been nice) or priced at $20 and stick to being digital (at least include a nice piece of paper inside the box for the code or something, jeez), that'd have been a lot more reasonable.
tl;dr I don't feel bad because $15's about what it's worth to begin with.
Also, lol at anyone who thinks digital copies have as much value as retail copies. The production costs are inherently much, much lower.