Whether there is an issue or not depends on what the price was normally.
If they had Game A on sale for $20 but before this promotion, bumped it back up to its normal $40 price, there's nothing wrong with that.
If they had Game A dropped to $20 and before that it was $25 or $30 but they raised it to $40 for the sale, that's a shitty move.
Either way it's probably not an issue. And with digital console prices being so ridiculous, you'll pretty much always be able to find cheaper physical deals online.
The order 1866 standard price has been £34.99 since May and now for this offer has been raised to £44.99
The Last of Us Remastered launch price was £39.99 and was boosted to £44.99 for this promotion
Shadow of Mordor was £39.99 as a standard price since August then raised to £44.99 for this promotion
There is some others as well that have minor increases along with a few games that have changed from £49.99 - £44.99 in price to fit this promotion, Even though you do save money with the price increases if you use the buy 1 get 1 free promotion, Instead of raiseing prices to do this all they needed to add was a smallprint "Pay for the highest price game and get the other free"
As an example if I bought UFC(£44.99) + The Order 1866(£34.99) you would still be paying £44.99 for them as UFC is the highest cost game of £44.99.
Doesn't bother me at all I only buy a select few things digital and I would just buy any of these e games if I want them for £10-£20 new or potentially even cheap ifyou go the pre-owned route.