We all run promotions from time to time (I'm even running a USB related one). However it's important that RISC OS products are "newsworthy" in their own right. Saturation press-releasing is an appropriate technique in some areas, but once you've done so much of the "we're now bundling a 0.7% part instead of a 1.5% part", you run a danger of a "cry wolf" situation where important releases are lost or ignored by a jaded press and/or public.
The Iyonix was well received, the parallel cable bundle was ditto, the "specials" were, the free card reader so-so, the free hub less so.
Over-used tools can become blunt - if Iyonix needs the support of regular press coverage, we all have to think of effective promotion techniques for it.