AMD wants to ensure you always have something unique to play with new graphics card. The new AMD4U program is a partnership with publisher Square Enix exclusively featuring games from the publisher's "Collective" initiative for indie developers. Folks who buy and register their GPU are eligible for up to three free games (PDF) including Tokyo Dark (above) and Black the Fall. The benefits here are twofold: you get free, unique games with your graphics card and smaller developers get their wares in front of a new audience.
Now, indie games don't tend to put graphics cards to the test the way that typical pack-in games do, but they do offer experiences you aren't going to have with the typical high-budget AAA fare. We'll just have to wait and see how this experiment plays out.