GameStop has become this weird, illogical target. Any time someone takes a stand against the likes of overpriced downloadable content, online passes, or other anti-consumer practice, it's GameStop's fault.
After the internet lit up with stories of GameStop locations pulling free game codes from the PC version of Deux Ex: Human Revolution, the gaming retailer went on the defensive. Now GameStop is entering the "we're sorry" phase.
Physical copies of the latest Deux Ex RPG/shooter for PC come with a code to play a version of the game via OnLive. GameStop however finds that they're selling a product that is competitive, and is opening said games to remove the promo codes.