Ubisoft thinking of doing something similar to EA:
http://www.gamespot.com/news/6262941...p%3Btitle%3B10
UFC 2010 will use one time code for online play or pay $5 if you buy used:
http://www.gamespot.com/news/6263129...pstory%3Btitle
Only a matter of time if this becomes successful in slowing down used game sales and increases new game sales that you'll eventually have to unlock the whole game including single player. Vote with your wallets.
