You'll want to note that this is a physical copy of the game, not a digital download. The purchase also includes the first month of play, which certainly lowers the barrier of entry. This promotion is a limited time offer, although the company didn't put an exact end date on it.
This follows LEGO Universe's transition from Gazillion to the LEGO Group. Newcomers to the game will certainly want to check out the cooperative community events that highlight this MMO's unique strengths.