As you may know, Deus Ex: Human Revolution was released yesterday. If you buy a retail copy, it comes with a coupon that entitles you to play the game for free on the streaming service OnLive. That is, of course, unless you buy your retail copy from GameStop, whose employees were ordered to remove the coupon from the box and throw it away, in a memo from Field Operations Manager Josh Ivanoff.
It likely has to do with the fact that OnLive is a serious threat to GameStop. For the unfamiliar, OnLive is a game streaming service where games are actually played and processed on remote machines and then streamed, in real time, to the user. This negates the need for expensive, powerful hardware on the user's end and just requires a good Internet connection. It's a cloud gaming platform with a digital distribution system. In summary, the online, streaming, digital-friendly OnLive is everything GameStop is not, and it looks like GameStop is incredibly afraid that you might figure that out.