Gamestop’s decision to pull free OnLive codes from copies of Deus Ex: Human Revolution is more than simply an unfortunate business decision. It’s the first real shot in a war between publishers and retail that’s been a long time brewing. Whether or not it has the right, contractually or otherwise, isn’t really important in the grand scheme of things. What matters is that it did it, giving up one of the year’s biggest PC games to make its point – and that’s the kind of decision that ripples and echoes in the wider industry. By this time next year, stories like this won’t even be a surprise.