Well, i for one will no longer be buying another EA Sports game second-hand...

This folks, is probably the biggest load of bull ive heard from a company as big as EA...

Beginning with Tiger Woods PGA Tour 11, all future EA Sports games will ship with a one-time use code which unlocks "multiplayer online play, group features like online dynasty and leagues, user created content, and bonus downloadable content." If the game is purchased used, the purchaser may pay $10 for a new code.
Source:Click