And what else would that person have gotten for FO3 in 2009 instead of a hat? Some in-game weapon, which tend to be relatively useless / situation specific (a la Mass Effect 2)?
Here is the thing. TF2 had been out for around 4 years until they made it free to play. Most games at that point sell for less than half of their original price point. Hell, Portal 2 is $28 dollars right now and the Orange Box is $19 and that includes Portal, TF2, HL2, HL2: Episode One and HL2: Episode Two. If we divide $19 by 5 we get $3.8 per game. Since TF2 is now free, people are more likely to spend a little money buying a hat or two, which are anywhere from $4 to $8. Cross-promotions for other games means that the new game gets a cheap promotion (Valve makes the hat, I believe) and Valve gets potential money from someone trying out TF2 or playing TF2 even more (and thus increasing the chance that they will buy a hat or a crate or a key).
That's a good point about the money. I never really thought of it that way, so marketing-wise it's good for them I guess.
And hey, New Vegas had extra gear+guns
But seriously, the Musical score, a digital art book, anything.
