I don't think they care one bit about a few $20 copies of Mountain Lion for recent laptop buyers, but it is a fairly serious mistake and I'm sorry we are all experiencing this frustration. If you think they sold a million computers eligable for the free upgrade, $20 only nets them 20 Million. I don't think that is anywhere close to making up for their recent shortcoming in earnings.
I was being facetious. I'm more surprised that Apple didn't beta test the launch in house before going live. Seems like they didn't do any testing of the system.