A quick note on the whole "is it illegal?" thing: (again, from a poster on Facepunch)
Basically, this sort of thing is illegal, but due to the way it's being done, it's not technically breaking any laws.
For those interested, here's a quick run-down on the law mentioned. [link] [http://www.regulation.org.uk/abuse.shtml]
[source] [http://www.facepunch.com/threads/1119494-Game-UK-Why-these-guys-are-ruining-your-consumer-experience-on-Steam-in-the-UK.?p=31951337&viewfull=1#post31951337]I did a bit more research into myself I think it would come under refusal of sale and potentially abuse of dominance in the competition act. However, it's a very tricky issue. Due to te fact it is online sales and game do not have a dominance in the online download Market as they do the highstreet market it may not be a dominance issue. There can also be a defence in the fact that the publishers hold copyright to the games so can lease sale to whoever they choose. It's a very tricky line depending on what market this could be attributed to.
The only proactive thing you can do is to complain to the office of fair trading and if enough people do, it will be investigated.
Source: spoke to people that know about this legislation.
Basically, this sort of thing is illegal, but due to the way it's being done, it's not technically breaking any laws.
For those interested, here's a quick run-down on the law mentioned. [link] [http://www.regulation.org.uk/abuse.shtml]