They are in fact opening and removing the OnLive codes from the game and still selling it as "new." They posted their "explanaton" on their FB page, a lot of unhappy people right now. Kotaku also posted an article on their site about this as well along with a picture of a letter someone received. Apparently SE and OnLive had announced this partnership deal to include codes with the PC version of the game a month before release.
So ; Just so I clearly understand this - Gamestop shareholders, as well as Regular Customers , who decide to purchase their PC copy of Deus Ex at their local Gamestop, will kindly have their FREE Digital Download of Deus Ex coupons removed for a FREE version of the "Deus Ex" Game through Cloud Service ? Excellent Corporate Policy for their Shareholders and Customers.Their stores are practically EMPTY already ; great way to alienate MORE Customers Gamestop ! See Story Below http://games.yahoo.com/blogs/plugged-in/gamestop-under-fire-removing-free-coupons-deus-ex-234821510.html