There are a pot of conclusions being jumped to here. Microsoft is the company that lets you save your Xbox gamertag to a USB drive, plug it into any 360, verify password, and download and play any of your digital games.
Same with steam. If that isn't user friendly vs. Lockdown, I dont know what is.
If this is true though, maybe game developers will have to step up their game, make their content higher quality with more replay value.
If you want to loan a friend a game, just give them your gamertag password, while they are playing, you won't be able to login, but its an easy way to game the system.
I for one only buy new games anyways, so, whatever. I believe strongly in ownerships, but I care nothing for gamestop, disposable games, or beat up/missing packaging.
Good rule of thumb, if you have a bunch of unbeat games, and you dont want to pay full price for a game, you probably shouldn't buy it.
Again, if you dont want to pay full price for a game, if it isnt THAT good, it's probably not worth buying at all
Sony and Microsoft won't do anything that will scare away money, but if it meant a lot of no gamers being scared off, and fewer true gamers carried the price weight, so be it, it'd be for the better to have a majority audience that gives a damn about quality.