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Correct me if I'm wrong but wouldn't the 10-person share program have been more lethal for publishers than used/lending games?

Consider this : I don't necessarily have 10 friends near me to lend games to, but if people can share games via the xboxlive, wouldn't they be organizing themselves on forums/websites so that only one person out of ten has to purchase the game? This would be an instant disaster on software sales!