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Okay, let's have a look at Gamestop's options in this situation:

1. Sell a game with competitor's coupon included.

2. Remove said coupon

3. Turn away paying customers

Option 1 is a bad business decision, the other 2 are sure to anger customers. There was no winning for Gamestop here, Square Enix kind of screwed them with this. Anyone who's not blinded by paranoid conspiracy theories can see there wasn't much they could do. ("oh noooo they opened my BOX man, my BOX!") I'm sure gamestop employees everywhere are taking this opportunity to scratch your discs. Stop being so ridiculous.