Not so much horrible as silly, considering that it's a Steamworks title to begin with, so it already has a "free" copy of the game from a competitor of considerably more significance. Kinda pointless to pull a coupon that was probably put there to counter that fact, while still selling the game in the first place.

It's also worth noting that nobody who bought a DD copy of the game anywhere got this special unadvertised OnLive deal.

Apparently GameStop is doing a recall now, which is what they should have done in the first place when they found out about the coupon and decided they didn't want it in there.

Not silly, just anti-competitive.  And it's not about selling games, it's about renting them online. gamestop started selling steamworks titles right off the bat.  They know they must share the digital distribution market... for now. gamestops problem with the coupons is that it promotes a competitor to their upcoming streaming service. So they limit their customers exposure to that service. Not cool.

They are just peddlers, not producers or marketers. It isn't their business to dictate how products are packaged and marketed. And in this case, where gamestop has such dominance over the retail market, there should be some anit-trust laws or something to limit this anti-competitive practice.