Some games are opened at GameStop and the boxes are put up for display (Why we don't use a dud box and cover art for this purpose is beyond me. Although that would mean we would have t do that for every single game in the store..) So if you snatch the last copy at that store, yes, your game will be open BUT BRAND NEW ANYWAY. It sucks, I know.
And yeah, I see this as a dick move. But let's analyze this: Imagine McDonalds gets a coupon for a free hamburger when you buy one of the same value. Now imagine if they printed this coupon in...I don't know, all the BK water cups. Just bear with me, please; I know it sounds redunkulous.
What would BK do? They would probably stop giving away drinks with their meals. Or they would change their cups. Some customer might say "Hey! Where's this coupon I heard of?" to what some customer might say "Sorry, we had to remove them because they promote McDonalds. :/"
Very few people are gonna stop and analyze this like that. They just hear the word Freebies and they demand stuff. No, I am not defending GameStop simply because I work there. GameStop has its major dick moves and that's the management's fault, not the employees. What I think GameStop should have done was add some sort of incentive to kinda say "Hey, you're not getting that one coupon but we're giving away something else instead". But again, that's not up to them, it's up to the developer that decides to give something away via GameStop.
I don't know. I see my beloved Square Enix pulling the biggest dick move here for not telling GameStop.
"WHOOPS! We forgot to mention that the games come with a coupon from your rival. So...too late! if you wanna sell any copies at all, you gotta sell the copies we gave you!

*TROLL FACE*"