You get a Borderlands 2! You get a Borderlands 2! This is Randy Pitchford and other top people from Gearbox Software giving away a copy of Borderlands 2 to every one of the 900 people who showed up at their community panel at PAX. Everyone got a card that includes a redemption code for the game (redeemable when the game launches.)
Randy then made everyone take an oath, which you need to see and hear to believe. It was a madhouse. (Good thing I had my camera!)
Technically, they said that Borderlands 2 publisher 2K Games was giving the games away, but it was clear that this was a gift inspired by Gearbox, one that went over pretty well. The codes are valid in the U.S. only, though Pitchford said he hopes to be able to accomodate non-U.S. attendees as well.