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Fifaguy360 said:
10 friends buy 1 copy and digitally share among themselves means 9 less copies are potentially not sold. This is GREAT for the gamers...yet not so great for publishers. Multiply this by 10 games and suddenly you have 90 unsold copies.

True, but on the other hand: the same problem already applies to the current system, where you can simply pass/lend/rent/sell physical discs, but unlimited times. So even if it works just like people expect right now, it would still rather be a limitation compared to the current practice.

Fifaguy360 said:
People can start their own rental business by taking some payment over paypal and giving them the family share access for a limited time.

And that's just one of the reasons why the disappointment will be big when people realize that there are certain catches they aren't aware of yet. And there are more question marks.