Games today are huge business. That's why they're bound to suck no matter what and that's why they're bound to be tied to "business strategies" like this one. It's completely ridiculous, a rip-off, an insult to anyone that thinks etc. But that's what today's big business is, as such. So - this is all a bit like trying to make a turd taste good. It'll be shit no matter what you do.
Codex is in a very special position if it views itself as a possible opposition to shitty games. It is about words here, of course, and when it comes to action, there's little one can do - especially if we're such a minority and public in general just likes shit...or is convinced by someone to like shit. So, codex has a point in nostalgia, replaying old games from when it actually WAS about games, having discussions about those games that are good. But when it comes to new "gaming" environment, it's just hopeless. And there's no way one can sabotage or be in any meaningful relation to new mainstream games.
What i'm basically trying to say is - business strategies like this one perfectly match the dumb game content, dumb mass consumer, business context etc. They are nothing more outrageous than these games themselves and people who play them. It's all at exactly the same level of shit-o-meter.