So they bought a bunch of keys and sold them at a loss but didnt want to tell anyone they were doing it because? The whole point of doing something like that would be to tell people about it for goodwill/marketing/buzz/whatever.
Do you not understand how loss leading works? They are a well known and respected seller. The price was advertised everywhere. This is normal and they generally have the lowest prices on keys of most sites even beating steam sales many times.
They take the hit on one upcoming popular game, and in trade will sell other games at a profit (that are generally still lower priced than elsewhere) that you wouldn't have though to buy before. It is no different than what big box stores do to get people in the store. They don't advertise that is what they are doing. It is just common knowledge. Consumers don't ask questions, they go to what is cheaper.
For all we know they've been buying up keys on ebay and are reselling them at a marginal loss (they already stated they are losing money on them) and any key that is being bought up and resold CDPR has already got their money for.