Isn't it already opened up? EA games let you login to Origin Online, Ubisoft games let you log into Ubisoft... I don't think this really does much for customer

Isn't it already opened up? EA games let you login to Origin Online, Ubisoft games let you log into Ubisoft... I don't think this really does much for customers except make it harder to fully enjoy the game. "Sign into our network for a free exclusive item/map!" - no thanks. Maybe he's talking about restrictions about releasing free content on Xbox Live (you're supposed to charge for pretty much anything)?