I think you (and others) are a bit unfair to Jolla. TOHKBD is a nice project but it is not officially from Jolla. This is their interest to promote it and they tried to promote it (by working closely with Dirk, by providing a coupon for helping some consumer to make up their mind and by spreading the message through their official media tool).
Nothing is free in this planet and they did help that project. They provided to those without that discount a way to get it before the price was officially decreased.

This is not a very great deal but this is something at least. We could of course dream to have a half-price TOHKBD. We could think about tons of free stuff Jolla could provide. But there are other things in consideration: for instance don't you think that if Jolla give something for a TOHKBD, then maybe other partnership Jolla have may ask for the same amount of deal ?! This is not because you price-in a lot for a TOHKBD that it must be the top priority for Jolla (they probably sold more Jolla than that one thousand TOHKBD ).

Some are probably a bit skeptical about the number of coupons that were available in the period before the price dropped. Maybe that was not the best idea to cumulate those coupons in a limited time-period (especially when you received all of them) but come on, this is not the end of the world. This is just marketing and there is a lot of marketing around you but you pay probably more attention to what Jolla does: there are tons of special price in the world and marketing people are imaginative about ways to stimulate buying
They are unlike but they are a company that needs to sell products and their image. Sometimes they make mistakes but they learn. Marketing is not well considered but this is something you need to do if you want to reach people outside the fans.
At the end, talking about me, I am a TOHKBD backer and I already had a Jolla (like most TOHKBD subscribers) and I am happy that Jolla is helping this project. I like very much that they provide technical assistance to Dirk and that helped me to decide to back that project up (not the coupon).