I think they're finally caching on to what keeps people subscribed by creating a false demand and "selling out" early. They did this last month but then opened up tons of wait listed people after boxes started shipping. It's smart from a business perspective to keep people from subbing/u subbing for codes. If you have no guarantee to receive a box except if you stay subbed then you're likely to do so.
Or I could be off my rocker, but this is my best guess at their strategy from a psychological perspective.