The used game market is money left on the table from the perspective of EA. A company should not leave money on the table if it makes fiscal sense to grab it.

The used game market is money left on the table from the perspective of EA. A company should not leave money on the table if it makes fiscal sense to grab it. EA was probably 'comfortable' with the used game market as long as they were rolling in cash because new game sales were profitable enough to compensate for the used game market and piracy. However, as budgets increase and margins tighten, EA can no longer just look the other way. EA is hurting and many times X works out to be less than Y. You suggest they change their business model. That's exactly what they have done. Reward gamers for purchasing the game new while not increasing the price of the game at retail while punishing the used game market which does not fiscally support EA.