What JPryde said.
Reminds me of one time when I told my wife I had a present for her, and she got all excited. When she saw it was just a movie DvD she couldn't hide her disappointment and said in disbelief 'THAT'S MY PRESENT?!' I would have been better off not announcing the present in advance, or just giving her a gift card with funds on it instead.
I think this is what a lot of people have said. Annoncing that there will be a subscriber appreciation gift coming out only makes people guess at what it could be. Most people had assumed that it would be something great to show BW that their 18 months of loyal support has been noticed. When it is less than people guessed it would be they get annoyed. Had there been no announcement then when they got the 500 coins they would be happy but the hype of the gift was greater than the gift.