Agreed. They deserve it well.
However, down to the base there's only one to be held responsible, and that is the publisher shiping copys earlie to stores. If they hadn't shiped any copys before the 10th, PC players, including me, wouldn't be disappointed by the fact there's now players that are allowed to enjoy the game earlie. It will also be complicated to actually figure the stores and punish them for making earlie sales possible. Right now I just want to slap the vendors by forwarding such a [censored] move.
People having the chance to play earlie could just have kept that information secret so others won't be pissed. But they decided to not play by the rules, hurt others feelings, stir up controversy and create discontent. Know this, everything will fall back to you in one or another way. You can't escape Karma... 