It seems that current D* customers get a certificate...
From the order:
if the class member is a current DIRECTV customer... (or) six free months of DIRECTV's Showtime Premium Package at the cclass member's current service location.
That is hilarious! D* gives out free Showtime like banks give out lollipops to kids at the drive up teller window. The biggest hoot is that the certificates are transferrable and people are selling them like they are really worth something.