I don't see this to be as big of a deal as everyone is seeming to make out of it. PC software has included product activation for years now which has prevented reselling. I'm just surprised that it took this long.

I do have one question about this however, aren't people already paying for the right to play online when they pay for a Xbox Live subscription? Isn't this kind of double dipping or are EA online games hosted on EA's servers rather than Microsoft's?