How is this still coming up?
Well, it was a poorly worded gimmick, is what it comes down to. Some people who are rarely on got $10 while people like me who have been playing almost exclusivley on PlayStation branded systems for 15 years didn't get anything.
Best course of action is to get over it.
Could be that the OP saw the promotion on the PSN Store about PLAY 2013
Basically, those who weren't lucky to be randomly selected were more upset that they didn't get $10 but used the "I'm loyal so not giving it to me was an insult" as a way to defend their anger. (I have more respect for the very few who came on the boards to vent who were honest and said they were just upset because they didn't get one. Not the people who tried to hide their frustration in not getting free funds who claimed it was the "loyalty" thing that irked them).
There is 100% ZERO way for Sony, or ANY company in the world, to legally determine your loyalty. Nobody cares if you've been using Sony products for 40 years since there is no way to prove that you bought Sony and ONLY Sony products.
Was it a poor choice of words to use "loyal" in the PSN message? In retrospect, perhaps it was since Sony vastly underestimated just how whiney the general internet can be.