I think the "one time use" thing was more a technical aspect of the coupon... When you got it and printed it out, you couldn't open it up again to print another. Someone found a way around that though, obviously, and shared it with the world. (Yay for them by the way)
That's where the "one time use" deal came in... It technically was something the 85,000 people were to get, print, and never be able to print out again, but they'd at least have the original to go use. There's obviously ways around that though and people used them. It is, without a doubt, all Target's fault... The "removing 'toy' from the coupon" thing though that was going on, was what seemingly ultimately screwed the pooch on this one, and so that is annoying. Target may have been able to take greater steps to stop that from happening, but ultimately it was people doing that who seem to have stopped all the fun for the rest of us... Unless of course Target would've caught on that people were using the coupon a ton, and ultimately cancelled the whole program anyway. I'd love to know if that would've been the case, or if they simply would've just let the good times roll as long as it was used on toys?