Don't be outrageous. A game with a Steam key can only be activated once. Who cares who activates it or when? It either gets activated or not.
You think you know, but you don't. This has never happened before. Now you have to use an account via openid, to claim the games. Even when before, like you say (and that probably confuses you) there were some games that were tied together, you still got a key for the "set". You could activate it on any account that didn't have the games. Of course, it also meant you could "handle" the key. It is, by far, not "the same". Not at all. And you repeat it, smugly, via a new line just to hammer it in. You're not as clever as you think.
They did, for a time, commit fraud anyway.
For several hours the page displayed:
*Please note this bundle provides Steam keys only.
now, it shows:
*Please note this bundle requires you to redeem on your Steam account.