I agree, it’s not that great… The default ICE rates aren’t terrible, but there are better deals other times, and all the extras are RNG, and kind of complicated, multi-drop RNG at that, so, personally, I can’t really recommend it. Nice for folks who want ICE now and don’t mind what extras they get, though, I guess.
edit to add: I do like that they’ve put the gold keys (which are the most predictable of the RNG options here) with the best ICE exchange, rather than the other way round.
The deals aren’t the same , I have other accounts and one of them has a deal 7x , while my other accounts has deals 5x maximum , even the skin deals at somepoint different between NA and EU , semc probably focusing on special deals for specific accounts , like I would say they doing deals depends on the server and depend on the account activity or something we don’t know .
They can use also some algorithm to create a specific deal based on what the account has and what previous purchases (if any) it had. Deals nowdays are a lot worse than two years ago, btw… even the special holidays/periods ones. Filled with glory and chests (that does not carry the value they once had). No more x5 or x10 times the ICE and only ICE in the deal. 
Because they changed the skins selling strategy , remember that they were making big deals that at somepoint they felt they need to make things being bought by direct money not ice , so they were making ice deals but at the same time making skins rng (basically ice sink) , you can’t buy them directly , now you see a button for buy directly with a rebate and an optional rng chest , the player not forced to do it to get the skin , based on what they used to do and what they doing I can see why they even removed the lvl 40 Xp chest 1k ice.
Not sure to what period you are referring to, but two years ago skins was direct ICE purchasable (90% of them). Some got rng lock for few weeks, but then available for direct purchase. So those x10 ICE deals ran you a long way unlocking a lot of desired content.
Yes Iam talking about all of them , they made a lot of deals that made people have a lot of ice , they started making content cost direct money not ice , then they started to doing rng chests for skins to make people spend their ice and buy more ice , now they back to normal , like even if you see it bad for the spenders it’s actually worst for the free to play players .
There should and can be deals for both spenders and ftp players. No need to go only towards one of the groups.
Wishful thinking, my brother. After all, they removed the 40 lvl chest, it clearly shows what model they are chasing.