I also was surprised and never heard of it before. I am planning on getting it because it is neat looking and it is from my birth state Penn.
I see the reasoning behind the society piece and redemption piece.

First of all, connect the free gift with the one that has to be purchased. In this particular case it is the front and rear range. The collector most likely will purchase a society piece (Rear Range) to match their free gift (Front Range).

Second make a light that really catches the collector’s attention. It may be better for HL to sell unheard of neat and unusual lights instead of the more popular common style lights.