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Edit: Also, loads of brick and mortars forget or just don't properly activate the cards and then blame it on Steam. We see it ALL the time.
Take your business elsewhere like Wal-Mart or something.
Chances are the employee didn't know how to do it and just palmed you off with a lame excuse.
The "something" part could work, but depending on where in Europe this user is at, Walmart might not be an option. I still vividly remember, how they were driven out of the german market after losing billions on it. :-)
Gamestop are a crap typical US company. They are greedy and profit motivated as I'm sure you know.
Now think of that person behind the till. Do you think they are well trained and get paid well? Nope.
SO it's entirely more likely she simply doesn't know how it works. She likely can't get connection properly her end to validate the transaction and the other example she gave she maybe misheard or misunderstood.
ALWAYS bear things like this in mind when shopping. Empathy is valualble in all sorts of situations.