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You think only Rockstar is laughing their asses off? This is so obviously a PR maneuver, and guess what... Kmart AND Target are now being talked about too, and in what kind of light? Seems like a pretty ethical light to me... Either way, It doesn't matter if you agree or disagree with the decision, what matters is their brands are being talked about and at the end of the day, that's what counts. This is a WIN/WIN for all involved, except maybe for gamers who look like a bunch of clowns at the end... as always.