I still don't see why game publishers and developers feel entitled to multiple sales on a single copy of their games(like Blockbuster or Gamestop does with rented and used games respectively). I'm sure someone has already brought up the used car analogy so I'll save us from the repeat syndrome.

What I will add is this: if developers and publishers really, truly and sincerely want multiple sales on a single copy of their games then maybe they should also get into the used game and game rental market on top of selling new games. The optional codes for playing online multiplayer for used copies will only get them so far. It's time that they start expanding their horizons alittle more, but in a way thats still beneficial to both them and their customers.