Game developers have an extreme sense of entitlement. They feel that they deserve special treatment that just about every other industry doesn't enjoy (you can resell cars, clothing, property, electronics, music cds, DVDs, etc.) Consumers are going to pay what they feel the product is worth. Consumers act out of self-interest, not out of charity for these 'poor' game developers. And that's how it should be in a capitalistic society. Game developers, you want sympathy because you lost your job during this recession? Tough shit, make games that are worth plunking down $60 for. If you don't like it, get out of the entertainment industry (which the game industry is part of) and go work somewhere with real job security because job security in the entertainment industry is horrible and if you can't live with that, tough.
If game companies want to give out incentives for those that have new copies, that's fine. Consumers will vote accordingly with their dollars. And honestly I think gamers are going to reject these schemes just like they largely reject the DLC swindle. All these game companies are selling DLC but yet look at how much money they are losing. When EA is losing all kinds of money, that's karma.