No not at all.
Blockbuster has been doing this for years.
Sony renting you some games is not GIVING you a free game.
Or are Blockbuster giving you a free game everytime you rent from them?
On the flip side, Microsoft give 2 free games a month. The latest including Sleeping Dogs. Still £14.99.
This year Microsoft start it with Xbox One. Meaning the games we get free and KEEP are not even a year old.