This seems like an odd promotion to me. In the article, it pretty much acknowledges that EVGA could have designed the power inputs better for more airflow and a better look (which is debatable), but they didn't. So if you see their design as a problem, they are charging you $10.00 for the ability to fix it.
Rather than say this is free, it would be more honest to say you're getting a discounted price for a limited time. People would still buy it for $10.00, I'm sure! I thought it was really cool of them to say they're giving us that little plastic part for free until the part where it wasn't free. I still like their products and designs, and I was excited to get something cool and free for being and EVGA customer, but it's a little disappointing to find out that it's actually $10.00!
You can check the EVGA store too and they have a ton of free video cards! You just have to pay $400+ for shipping and handling. :)