In mid-August, Raven Software designer Manveer Heir stated that if the new next-gen Wolfenstein title outsold Madden NFL 10 during August, he would reimburse everyone who had kept their receipt and had bought the game before the end of the month.
It is now September, and it has became obvious that they could not reach their lofty goal, with the game not even appearing on the Top 10 list in August's NPD Group results. It is likely that this drove more sales of the game than it would have without it --- however, this isn't something that we should hope to see other developers and publisher try to do in the future.
Madden is a sports game, Wolfenstein is a first-person shooter (FPS). They are two different types of games, so those who don't play FPSs wouldn't be likely to be following the game or the developer's Twitter account. Instead, developers and publishers should be spending more time talking up their own games instead of using ploys such as this which have little to no chance of succeeding just to gain attention and more Twitter followers.
Hopefully this will be a lesson learned by other publishers: Spend more working on promoting your own game, instead of your competition.