If they are no more it's a culmination of factors:
- Why sell for cheap when you can sell for not cheap?
- Scalpers ruining it
- Extra admin hassle
- Generates some bad publicity (disgruntled people, "I've been here for 137 years but don't have enough posts, boohoo") as well as good publicity
- Even if it does generate good publicity they haven't got much stock to sell before the goodwill decays anyway - a great reputation isn't much use if you can't capitalise on it
Personally I wouldn't bother with it at all, as I understand it was a halfway-house arrangement whereby they had single codes that obviously get leaked compared to a bespoke key-generator per user (which I completely get would be a headache to implement from scratch and yet more admin).
Ideally, I guess it would be somehow tied to the email addresses associated with trust accounts (that are allowed into MM), essentially a whitelist of email addresses that are allowed to login to the portal and place an order, but again, I know it's too much hassle to setup.