They were trying to appeal to greedy publishers who want to shut down used games, game rentals and game sharing, in order to secure all sorts of exclusivity from 3rd parties and hence total domination in the console market. A good strategy aside from the fact that consumers buy consoles not publishers, and most consumers know a buttf*ing when they see one. And other than those who actually enjoy being buttf*ed, every potential console buyer said no effing way thank you. So that then meant the cosying up to the publishers in order to become dominant in console strategy ended up being a complete dud, thus the 180, otherwise known as the "Oh we just realised the consumer is our customer, not publishers, and the customer is always right." revelation.
“The fundamental cause of the trouble is that in the modern world the stupid are cocksure while the intelligent are full of doubt.” - Bertrand Russell
"When the power of love overcomes the love of power, the world will know peace."
Jimi Hendrix