In 2010, UK Game retailer Gamestation gained ownership of over 7,500 souls due to a clause in their Ts&Cs. The “Immortal Soul Clause” was added as part of an attempt to highlight how few customers read the terms and conditions of an online sale. GameStation claims that 88 percent of customers did not read the clause, which gives legal ownership of the customer’s soul over to the UK-based games retailer.