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the video games industry is suffering, while the (professional) used game sellers make enormous profits with the same product ..

that's why EA and apparently Sony started to do this in order to profit from second hand sales and to teach gamers to not be so cheap to take the used copy if the new one is only $5 more

of course that devalues your copy by $10, if you want to sell it, but it also means you will get used games for $10 less (good for people who are only interested in single player anyway)