It's taunting, and a natural part of competition. Men taunt each other just as much, if not more. Get over it. If you can't get over it, don't play with people you don't know.
I believe there's additional value being generated by having both skills at the same time, beyond the total productivity of two regular employees in their respective fields.
People equally skilled in programming and business are rare. Hell, even moderately tech-literate businesspeople are rare. So you are being recruited to positions where your combination of skills is going to profit the company the most.
What do you do? If quality of life is more important to you than money, you say no to the recruiting. Otherwise, you say yes. We can't make this decision for you. Everyone's value ordering is different.
Launch limited-time promos. People love these things. I don't know why. I think it caters to the hoarding instinct.
Give people exclusive levels or badges or other bonuses if they download within a time period. These don't have to be prepackaged with the installer, they can be delivered later, depending on the installation date.
Task-switching has a cost even on computers, and it has a much higher cost to us, because we have to acclimatize and deacclimatize to tasks, both cognitively and emotionally, in order to reach optimum efficiency.
In terms of efficiency, concentrating on one task at a time is best, but as people, we also get bored, and look for amusement/distractions. Other projects are a useful way to cater to this need.
One major/difficult project, and a handful of trivial/noncritical/short-term projects are a good combination. Don't take on more than one major project at a time.
But that would be inconvenient if you made up the fiction of harassment to push your agenda or sell your product, wouldn't it?