I wouldn't say "game" per se. The coupon code was public knowledge and distributed by Surefire itself.
I'm not too internet savvy, but I have ordered quite a few things from a few different vendors over/on the web. What I have found to be almost universal with such orders is that there is no such thing as "coupon stacking" or "additional discounts codes" that can be used - especially when a $95 item has been discounted deeply to $38.
My guess is that most of the very same folks that tried to use such an additional discount code on the already steeply discounted price of the 6PX were (somewhat) shocked that said code went through. Many of those same folks are now acting all indignant that SF essentially is saying that no additional codes or discounts could have been used with their already very generous offer. I don't have the original page saved from that sale, but I'd bet there was something in writing -no matter how small or its location - that stated as much.
As such, for me, those folks are not gamers "per se," they are simply gamers.
What's truly the issue is that this is not the first, nor the second, but at least the third year in a row that this has happened. Each time they've inexplicably have some "software error" thats leads this happening on BF. In the aftermath, they either fail to deliver or demand more money. That's the main issue at root here. If you need more context, check out the ARF thread on the BF discount. 19 pages of dissatisfaction and general abhorrence.
General abhorrence from gamers means zilch to me, and, coincidentialy, to SF as well. SF is being more than generous by offering such folks the ability to purchase the light at the same deeply discounted price as it was for their Cyber Monday Sale. Good on them. For folks to question the integrity of SF because they are telling people what they probably already knew to be true is the very definition of grandstanding...