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If EA etc wish to remove your option of selling the game/buying it second hand it'd be really easy for them to do so (for console games anyway). Just add one (1) online registration and stir ;)

If you ask me the only reason they don't take steps that would actually accomplish that is because there are laws against that sort of stuff (meaning that most countries, including the USA, require products to be able to be sold on by whoever buys them).