Retail copies of Deus Ex: Human Revolution include a code for a free copy of the game playable on the OnLive gaming service. However multiple outlets are reporting that GameStop employees are being instructed to open copies of the PC version of the game and remove the OnLive code from the game. This is probably due to the fact that GameStop is beta-testing its own game streaming service and doesn't want its customers finding out about a competitor while GameStop's service is still in beta.
Gamestop is certainly risking a lot by taking this approach. They already walk a very fine line with publishers over their resale of used games, and a move like this may cause one or more publishers to not ship games any more to GameStop. Unless GameStop is prepared to rapidly go to 100% digital they could miss out on some AAA titles and end up losing their shirts in the process. Overall I think it's pretty low to remove a publisher's coupon from a retail package.
