Yeah but how do you think they could get away with selling people games for a limited time?
How did they get away with changing the standard price on PC games from 50 bux to 60 bux?
How do they get away with using things like SecuRom, GFWL and limited activations?
How do they get away with on-disc day-0 DLC?
How did Microsoft get away with making Xbox users pay them monthly for the priviledge of using their own damned internet connection?
How do they get away with 4 houer long SP games for full price or removing Dedi-server support?
If there's one thing that should be obvious to gamers by now, it's that the industry has us by the balls, because let's be honest here, the vast, vast majority of the games people want to play come from the same 4 or 5 gigantic publishing houses who own most of the prominent developing studios, and handle the publishing for many other studios they don't own aswell, so when they decide to do something that we hate, we're left with the choice of boycotting a significant portion of the games that will be released, or hanging our head in shame and forking over the dosh anyway (or the 3'rd option i guess, yo ho fiddledi, do what you want cus a pirate is free... but that's not actually a solution now is it).
It's not like there's a lot of choice for us, outside of cheapo indie titles (which are fine for what they are, i'm not knocking them, but if you want a good FPS game or a spectacle fighter, then "Cthulhu saves the world" or "Braid" won't scratch that itch), basically all that gets released in the full price or near full price range is made by a big publisher owned studio, or gets published by them (same difference, either way they are the publisher and decide the rules for how it's made avalible to us).
If the likes of AcTvi, Ea, UBI and 2K decide to go rental on us, then we're pretty screwed, and i can promis you that, just as it was with that horrid MW2 boycott, the vast majority of gamers won't have the conviction and spine needed to stand up and say "Hell no, my wallet is cloused to you!".
No, they will swallow this bitter pill like all the ones before it rather than pass up the next overhyped sequal to franchise-X or Y, and by doing so in droves they will condemn the rest of us to do the same by proving to the publishers that yes, they can infact rape us and make a fat profit doing so.
I pray to Cthulhu that it won't come to that, but honestly, if this law stands (it WILL be challenged, you'd better belive it), and this loophole remains, then they very well could go this route, and if even one of the fatcats like EA decides to do it, the others are likely to follow.