That is no longer the case. As far as they care, if you don't pay attention to the console's internal messaging system, you have only yourself to blame. They flat out told me it was my fault for expecting things to be done in a reasonable fashion. Essentially, the Animal house excuse: "You fucked up, you trusted us!"
Do you ever take a break from trying to blame everyone else but yourself? You keep mentioning how Sony could have taken simple little actions like sending you an email as a reminder about the deadline. But why do you not blame yourself also for not taking a few seconds to read the details of the promotion? I agree that a reminder email would be nice, but to say that you "feel ripped off by Sony" for making assumptions and not reading the promotion details is ridiculous.
Were you not curious at all about how they were going to send you the code? Unless they specifically said they were going to send it to you by email, you're at fault for mysteriously assuming that it'll be sent by email. If you can't read and fulfill your obligations in a deal, don't participate in the deal. Imagine if millions of customers acted like a whiny little brat like you calling up Sony after every promotion asking for a new code because they were too lazy to read the details that were pretty clearly written. Do you think they should hand out millions of codes every time if people complain? Stop being so selfish and just accept your fault and loss that you brought onto yourself.
But hey, if you still think you're right and they're wrong, you should sue them for fraud and see how that goes. I doubt any judge will side with you.