Has KFC lost its mind?

So KFC puts out a coupon for a free meal - on Oprah even. Then it changes its mind. Of yes, you can drive to a KFC, hand in the coupon and they will mail you another one. Clearly misredemption has been a problem, but they ask you to spend time and money on gas to effectively trade in the original coupon for a new one. Frankly, it seems to be a poorly thought out promotion in the first place, and en even more harmful solution. I would have expected better from KFC.