GameStop removing OnLive codes from Deus Ex: Human Revolution

The PC version of Deus Ex: Human Revolution includes free access to the streaming OnLive version. Good deal, right? Well, apparently not every retailer is happy with this gratis bonus. GameStop employees are being told to "immediately remove and discard the OnLive coupon from all Regular PC versions of Deus Ex: Human Revolution."

OnLive Spot first posted the company memo, which adds: "our desire is not to have this coupon go to any customers after this announcement."

A GameStop representative told Shacknews that, yes, employees are being told to open new copies of the game and remove content that should come with the game. According to the rep, the retailer is entitled to this action as "Square Enix packed the competitor’s coupon with our DXHR product without our prior knowledge."

The aggressive action by GameStop comes just days after the company announced its plans to begin its own game streaming service, not unlike the service already offered by OnLive. These stronghold tactics make sense in that context, but how will consumers respond to company policy that intentionally removes content from a sealed box product?