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This really stinks of "way too good to be true." Something worse has to be coming, or maybe there really is a consumer backlash that is resulting in lost sales.

Plus, online passes have the potential to encourage used game sales (at least I believe they do). Think about it, lets say you want to buy Army of Two, Dead Space, or whatever EA game interests you, but you don't plan on playing it online. Are you going to buy it new for $60 and get a worthless online pass, or are you going to opt for a used copy for $45 or less and get a bargain.