One, this is a horrible thing for Gamestop to do
Not so much horrible as silly, considering that it's a Steamworks title to begin with, so it already has a "free" copy of the game from a competitor of considerably more significance. Kinda pointless to pull a coupon that was probably put there to counter that fact, while still selling the game in the first place.
It's also worth noting that nobody who bought a DD copy of the game anywhere got this special unadvertised OnLive deal.
Apparently GameStop is doing a recall now, which is what they should have done in the first place when they found out about the coupon and decided they didn't want it in there.