This isn't a WOW issue but Activision's big rival EA, has come up with a new way to separate gamers from their money and also try to cut down on the sale of used video games. It's called EA Pass. In the simplest terms, people who buy a new EA game will get an EA Pass which allows them to enter the multiplayer area of the new game. If you buy a game used, presumably the EA Pass will have been used and you'll have to buy another for $10 from EA to get into multiplayer. Mike Schramm explains why this is a bad idea here. Do you really think enough people who buy used games will pay to play multiplayer to make this pay off for EA? If it does, it'll spread. No doubt about that.
http://www.mikeschramm.com/general/why-ea-pass-is-a-bad-idea-20100512
UPDATE: Alan Wake will have downloadable content available to new game owners who have their 'token card.' See? This stuff spreads like a cold among kindergarteners.
http://kotaku.com/5538634/we-get-the-signal-for-alan-wake-in-july
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