I saw this over on CAG this morning & after deciding this looked like a workable (read: waited for some other guinea pigs to try & confirm no PITA complications as to the Euro thing) deal, was going to post here, but CeeKay already did the honors.
Fantastic Deal: paid @ $7.70 US via paypal, they instantly emailed me the CD key. Key worked first shot on Steam no problems, & downloading via Steam right now. So Basically, as far as I can tell, exactly like getting it on Steam for @ 7 bucks. Buying at THQ UK was straightforward, if a little wonky in way it threw me out of paypal after paying back to a login screen, wasn't sure if it took/went thru at first, but checked my email & the support/THQ confirmation email w/ all important key code was there. Seems to be a THQ UK administered system for a direct download /install instuctions as well (6 downloads of the files allowed, files can be burned to DVD), but eh, as long as Steam takes it directly, I'm not bothering. Just using Steam. Great Deal.
Here's the link to the thread/discussion over at Cheap Ass http://www.cheapassgamer.com/forums/showthread.php?t=253516
BTW, CeeKay you always seem to do a great job of noticing & posting the worthwhile deals over here. Thnx. Appreciated.