Did they suffer a lot during their KYC debacle? And luring their customers back again by offering this so called $10 promotion?
Possibly. Most people (me included) who used shapeshift never really had a problem with them until they forced people to verify themselves. I'm sure they lost at least half of their users after KYC became mandatory.
I find $10 a bit on the lower side still. KYC verification mostly takes two business days on average, so it's not like they're offering you an instant bit of free money. The offer at the same time is one of the lowest I have seen so far in crypto.
I have nothing against shapeshift but they lost their advantage. People who are verified on spot exchanges can already convert one coin into the other. Their advantage was how fast they were without KYC, but that's over.