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Spyderco began enforcing "MAP" (Minimum Advertised Price) on January 1st, 2016. You can read more about that on their blog. You won't often find a manufacturer talking about this kind of thing openly, so I think it's pretty cool of them to do that. https://www.spyderco.com/forumII/viewtopic.php?t=69166
As a few folks have noted, "complimentary" does, in fact, mean given free of charge. That is precisely what happens when you join this drop at the Minimum Advertised Price (which is universally 40% off MSRP, for any Spyderco). Massdrop pays for the cases, but we have not passed that cost onto members by increasing the price of the drop. However, should you prefer to see your total reduced at checkout by $15 instead of receiving this gift - go for it!
Both the community and ourselves love to see Spyderco on the site, and this is the best way we can make that happen while still providing some benefit to everyone.
CC: @guzmanistan @yeuhs @JediMaster @KetelOne
Also, many premium knifemakers use MAP pricing and all are pretty open about it, from Benchmade to ZT to Hinderer and CRK and dozens of others. Not sure why you think they won't talk about it openly, as I definitely recall Benchmade and ZT releasing similar articles when they adopted MAP pricing.
In light of the $15 off, I may be considering this drop though. Still $15 more than I bought my girlfriend's for last year, but hers is a great knife and I'd like one for myself.