you actually buy the game now for $29.99.
People that got into the Beta got extra keys to give out. basically getting the game free.
Seems like a silly business model. They gave that game away soo much when it came out (beta...) that most people i know have extra keys to give out. So basically if you're brand new to gaming, you might be silly enough to pay for the game, instead of finding a key somewhere.
thanks for offering your $60 in games up for the community. I always wondered why people still offered the Beta keys, but now i know!