It's a marketing strategy, plain and simple, and a rather clever one at that. It doesn't matter if you like PewDiePie or not. They want to sell what they worked for, why would anyone want to deny them what they deserve?
Didn't PewDiePie get the first copy of Outlast too? I don't watch any of his videos since he doesn't really appeal to me (guess with 25, I'm just too old to fully enjoy his videos) but I'm far from butthurt because of something trivial like that.