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Trunkin said:
I don't get it. How can a player not be an owner? Is there a demo or something?

If I buy the game (whether digitally or one of those old-fashioned physical copies that I hear some people still get), everyone on my system can use their gamertag to play the game.  So if you have family members/friends/roommates playing it with their gamertags, that's extra players but not extra copies sold.