It might suck, but we all knew this is where things were headed. As games become increasingly intertwined in the sprawl of social networking, online accounts, and online passes, it is becoming increasingly difficult for secondhand games to be feasible options. Obviously there are ways that secondhand games can accommodate all of those issues, but it requires effort that a lot of people really don't want to take anymore.
I agree that it sucks, but I wouldn't be surprised if this becomes the standard in the next decade. We'll all have to start paying more attention to online reviews (check out NGU reviews!) to determine whether or not a game is worth the money rather than renting it or buying it at a heavily discounted price.