Highly stupid way trying to combat the second hand market, it may work but its a stupid idea and its going to hurt the sales alot.
Why developers just dont offer a online unlock feature for second hand games i dont know, it's not like any of the console today cant access the internet.
If i have to pay 50 bucks extra to play a second hand game i got for R250 compared too paying R500 - R700 price tags we see these days im still happy to pay 50 bucks extra, still getting it for cheaper than i would new with out waiting 6 months - 1 year for a price drop.
The game stores can continue to thrive and dev's can get i cut of it, the devs just must not get greedy and make it a reasonable price.