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Serious question. I haven't bought a physical PC game since before Windows Vista...but what happens when the disc is loaded?
Looks like one of those questionable steam key sites has what was supposed to be included with your disc...
That would suck indeed. Hopefully its just a factory error and his manual wasn't included or the key wasn't printed on it. I've had this issue before where the white space supposed to contain the key was just a blank space.
Definitely take it back to retailer and I'm sure they'd be glad to replace it. However if they don't, send Steam support another email explaining everything, they might ask for pictures of the manual or disc, etc to prove there is indeed no key and that you do own a copy, and in that case they probably will give you one themselves. Either way you have every right to complain as you cant use the product you paid for.
Someone probably jacked the key lol