In gaming, Online Passes are starting to become the norm. Unfortunately, they aren't the type of norm most gamers would accept. Online Passes are a mechanism that locks away certain game features (mainly online play) from the 2nd hand consumer. If a game is bought used, then the consumer would need to buy an online pass to utilize online features for the game. Electronic Arts has been notorious of locking away content that you've already paid for. Although this doesn't hurt the 1st time buyer, the principle alone is enough to distract the audience from certain publishers.
Recently, EA has undergone a shake up in management. John Ricotello, the former EA CEO, stepped down sometime back. Now, John Reseburg, the new CEO of Electronic Arts, has made an announcement to fully axe all Online Passes effectively immediately.
This is a very bold move by EA as they have defended and justified their use of Online Passes. With them now getting rid of them completely, it seems to me that they could be gradually moving in the right direction.
IGN - Electronic Arts to cease Online Passes - http://www.ign.com/articles/2013/05/15/ea-getting-rid-of-online-passes