Weird, I haven't received the $10 coupon via email either. I've been a gamefly member for over a year, have even prepaid a year in advance, and already have a $5 coupon that is given every 3 months sitting in my account.
Maybe they already know that I'll buy stuff anyway because I've bought over 10 games with the Keep It option. Maybe the coupon was sent to people who haven't bought a game from the store before?
I never really buy games retail anymore, always through gamefly anyway.
informer