Yeah, 2 is probably the best option for "both of them:" Gamestop and Square Enix. It's just not the best option for the end consumer. Add this to previous Gamestop scandals of employees playing games then selling them as new, and there's a lot to be upset about.
Interestingly, Square essentially apologized to GS about not giving them a heads up about the coupons. Whoever mentioned the FF games that GS sells for Square made a good observation.