I'm one of those who bought a R9 280X specifically so I could play BF4. I don't really feel bitter, but I can understand why a lot of people do. One of the most anticipated games of the year is due to be released, AMD releases a slew of new video cards just ahead of that games launch, and then three weeks later their like "oh yeah, now if you buy one of those video cards we'll throw in BF4 for free."
Now it seems clear that this was a dick move by EA, which doesn't surprise me. There's no way AMD would want to piss off their customers like this. Now the next time AMD releases a new video card, everyone's going to hold off buying it in the belief that a better deal may be just around the corner.