@Neonie: Normally I am 100% in agreement with you. However, currently I am unemployed, and recently picked up Ni No Kuni, with SimCity and Starcraft 2: Heart of the Swarm on the horizon. So basically I was looking at not playing this game at all for the foreseeable future. As I see it, giving $20 toward a key that was purchased by someone (regardless of the cost in the country) is better than the alternative, being either not purchasing it at all ever, or waiting for a steam sale to drop it to sub $15 later in the year.
Oh, and for what it's worth, the process is totally legit. Got my verification text within seconds, had it downloading on steam within a minute of purchase. Maybe do you Paypal though, just in case.