Question : Silently remove registry key value at logon

The following is in a Citrix environment with WIndows XP and 7 computers.

I have a registry key value I would like to remove at login for all users.  I have created a bat file with the following to call the reg file:

regedit /s <filename>.reg

When the user logs in the command gives no errors and logs the user in normally, however the registry key value remians.  
I have tried calling the reg file using the command below:

regedit <filename>.reg

and it works fine, however the user is prompted with the registry modification statement.

What am I missing that does not allow the registry key value to be removed using a .bat file to call the .reg file with the /s switch?

Answer : Silently remove registry key value at logon

Or you could do it with VBS?

http://technet.microsoft.com/en-us/magazine/2006.08.scriptingguy.aspx

Lee