Would you mind elaborating on this?
Here is my kinda feeling on it.... I see it as a way for Irwin to get their product out there and advertise. Them asking to trade in your old pliers does two things...
1.) Prevents people from freeloading a bunch of pliers and just wasting product
2.) For the average person that only has a few pliers (AKA not GJ members

) It makes them use the Irwins, since they had to get rid of their old pliers. Again getting the product out there and actually being used. Hoping that they would recommend the pliers to someone else. "Hey I traded in my old pliers and these are so much better.... you should get a pair" well then there is another sale.
I noticed at HD they have a BOGO on these, suggesting that you give one to a friend. Just a different method of getting the product out there. All about advertising and drumming up sales. Cause in the end, what does Irwin really care about? Sales.
I'm going to have to respectfully disagree with you on that one; well at least mostly. Yea of course there are those members (small % in my personal experience) that make it pretty evident they are only out for themselves and will screw the other guy just to gain XXYY. Then the other (vast majority) that are on the lookout for their fellow GJ member. People have picked up things that I was looking for and sent to me at no profit to them. Likewise I have picked up a few things that members were looking for and sent to them at no profit to myself. I think you will find this is more of the norm than the exception around here. Heck look at this sub forum. It is all about helping your fellow GJ member save $.

YMMV
Sadly I think that statement would apply to most people in society. Not wanting to start a long ethical debate. In the end you have to remember that this forum is made up of everyday people from society. All different ages, backgrounds, religions, races, experiences, education, and of course different ethics. Do alot of members have most of those in common? Yea, but you do have to remember that people are people. Some be nice, some be a$$holes.