It's not a key seller. Russian Steam people buy the game as a gift off of Steam, in Russian bucks, and then sell it usually damn near their cost (or at cost if they're your friends). Different from key selling in that CDPR still gets their Steam cut, just less because of exchange rates. It's basically like buying the game on sale before it's on sale, they get the same cut they would if it was for sale for $35 on US Steam.
Still WAY better than pirating or key selling, at least CDPR get money this way, and if people are going through the trouble of making Russian friends or using tf2outpost or whatever, they probably weren't going to pay $60 in the first place. 70% of $35 is a lot more than 70% of $0
Edit: Yea Ubisoft definitely troll people a lot with the keys. That's another reason the cross-country-Steam-gifting method is popular. It's not really retroactively changeable (once you add the gift to your account, it doesn't matter what region the gift came from, you have the version for your region in your account), but it's easy to prevent in the first place by have flags set for the different regions. Considering CDPR know about this whole Russian trading system fairly thoroughly, they either decided it's more profitable to allow it, or they just don't care yet.