This is a really good article with a casual tone explaining more of the Impulse sale among other things.  Yes, bee’s are also discussed.

"GameStop basically built a new company, owned by GameStop, but independent, and that answers directly to the president of GameStop," says Wardell. "They've also gone out and attracted all these incredibly talented people to run it. Digital people, not retailers."

http://www.pcworld.com/article/224518/stardock_ceo_explains_gamestop_impulse_buy_steam_rivalry.html