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Redeemable keys (like in serial codes, AAAA-BBBB-CCCC-DDDD) are generated by the devs of the game and sold first-hand to store websites in order to be sold by them to the general public. You can find authorized legit sites like humble bundle, bundlestars, indiegala or greenmangaming amongst others, who got the key directly from the devs, but, the same as with the gifts, there are also shady sites were people resell keys that they got elsewhere; they might be leftovers they don't want from a bundle, a key bought in a fraudulent way, or even bought from a country in which the game is cheaper and forces you to use a VPN to simulate being in that country in order to activate it (which is also agains the terms of use), etc.
The same as with the gifts, you have the risk of getting scammed or worse things with keys, so avoid those sites and stick to the legit ones; with all the legit sites that there are there, there's always pretty much one or more with deals.
Good sites:
http://www.humblebundle.com
http://www.bundlestars.com
http://www.indieroyale.com
http://www.indiegala.com
Also, http://www.isthereanydeal.com which aggregates sales both bundle and individual across various websites. Also, http://www.epicbundle.com/game is another one.