Free Rulebooks are for real and then some!

It looks pretty darn official, and pretty damn cool!

Flames of War 2nd Edition rulebooks.

http://www.battlefront.co.nz/Article.asp?ArticleID=1075

I wonder. Great marketing idea, simply a damn nice thing to do, deperate ploy, or big expense that might end up gaining nothing? I dunno, but it sure is cool.