It looks like the first days batch is going out backwards. Seems to have started with June 11th codes going out at 9am PST, now people on Reddit getting them saying they ordered on the 10th as of 11 PST. I ordered on the 6th, I have my controller already, but can't do anything till I get the code.
I wonder if it is based on when your specific order shipped. I ordered 6/6 -- but my order didn't ship until late last night. No code for me yet. Controller is out for delivery right now.
If it makes you feel any better (I know it won't), I'm still waiting for a shipping notification but I ordered in mid-september so I don't think it's going backwards. My guess is that there are different regional distributors handling shipping and they're just not all in sync. I'm sure we'll get our codes soon.