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GameStop can be a little defensive about competing efforts to sell games online, much in the same way record shops have few nice things to say about the iTunes Store. Yesterday, the company was caught opening copies of Deus Ex: Human Revolution on the PC in order to remove a coupon code that would have given customers a free copy of the game via the OnLive streaming service, and then selling the opened copies as new.
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Good to know that Gamestop hates Onlive with a passion. I'm very shocked to see them pull coupons directly though. They probably should have just recalled the game until further notice.