diff --git a/etc/ORG-NEWS b/etc/ORG-NEWS
index 1dc0a4519..6169dacf9 100644
--- a/etc/ORG-NEWS
+++ b/etc/ORG-NEWS
@@ -31,12 +31,6 @@ Now, ~org-store-link~ moves the stored link to front of the list of
 stored links.  This way, the link will show up first in the completion
 and when inserting all the stored links with ~org-insert-all-links~.
 
-The new behavior is controlled by new customization ~org-link-store-existing~.
-
-Users can set ~org-link-store-existing~ to nil to revert previous
-defaults.  The value of =store-duplicate= will force duplicate links
-in ~org-stored-links~.  The default value is =move-to-front=.
-
 *** Major changes and additions to Org API
 **** New term: "syntax node"
 
diff --git a/lisp/ol.el b/lisp/ol.el
index 3a8ca5f39..20aab6bb8 100644
--- a/lisp/ol.el
+++ b/lisp/ol.el
@@ -509,20 +509,6 @@ links more efficient."
   :type 'boolean
   :safe #'booleanp)
 
-(defcustom org-link-store-existing 'move-to-front
-  "Variable controlling how to deal with already stored links.
-When nil, ignore store request for an already stored link.
-When symbol `move-to-front', move the stored link to the front of
-`org-stored-links'.
-When symbol `store-duplicate', add a duplicate in front."
-  :group 'org-link-store
-  :type '(choice
-          (const :tag "Do no store duplicate" nil)
-          (const :tag "Move stored duplicate to front" move-to-front)
-          (const :tag "Store duplicate" store-duplicate))
-  :safe #'symbolp
-  :package-version '(Org . "9.7"))
-
 ;;; Public variables
 
 (defconst org-target-regexp (let ((border "[^<>\n\r \t]"))
@@ -1764,18 +1750,17 @@ non-nil."
       (if (not (and interactive? link))
 	  (or agenda-link (and link (org-link-make-string link desc)))
         (dotimes (_ (if custom-id 2 1)) ; Store 2 links when CUSTOM-ID is non-nil.
-          (pcase org-link-store-existing
-            ((or `store-duplicate
-                 (guard (not (member (list link desc) org-stored-links))))
-             (push (list link desc) org-stored-links)
-	     (message "Stored: %s" (or desc link)))
-            ((or`nil (guard (equal (list link desc) (car org-stored-links))))
-             (message "This link has already been stored"))
-            (`move-to-front
-             (setq org-stored-links
-                   (delete (list link desc) org-stored-links))
-             (push (list link desc) org-stored-links)
-             (message "Link moved to front: %s" (or desc link))))
+          (cond
+           ((not (member (list link desc) org-stored-links))
+            (push (list link desc) org-stored-links)
+	    (message "Stored: %s" (or desc link)))
+           ((equal (list link desc) (car org-stored-links))
+            (message "This link has already been stored"))
+           (t
+            (setq org-stored-links
+                  (delete (list link desc) org-stored-links))
+            (push (list link desc) org-stored-links)
+            (message "Link moved to front: %s" (or desc link))))
 	  (when custom-id
 	    (setq link (concat "file:"
 			       (abbreviate-file-name