GameStop pulling OnLive coupons from PC versions of new Deus Ex: Human Revolution video game

This is going to be a mess for everyone involved.
I didn't get much more from GameStop. Here's the statement they just sent me:

We pulled the coupons because, like all retailers, we prefer not to promote our competitors and their competing offerings and services in our stores. Unfortunately, the coupon was packed without our prior knowledge.

I didn't get any response, though, to my questions about whether GameStop customers who ask for the codes will be able to get them, or whether customers will be able to get a refund if they're upset about the missing coupons.
Why did GameStop pull these codes?
Well, as I've written before, GameStop has extensive plans to roll out its own digital streaming platform through its Spawn Labs acquisition.
So OnLive is a competitor to GameStop's own service, which is still in development.
So I understand GameStop not wanting to bolster demand for a competing platform, when it's own platform isn't ready yet.
But this is a major annoyance to customers expecting their PC copy of Deus Ex to include the OnLive code.
Square Enix even advertised the OnLive code in its press release yesterday.
I called Square Enix for comment, but a spokesman said that, while they're aware of the issue, they're not commenting.