You know, as a primarily PC gamer, I'm fine with this on the PC side, as companies have been doing the 'no second hand' in essence since the days of Starflight and the AD&D Gold Box series to combat piracy.
But for consoles, fuck that. Lending and trading games with friends is just something you do. It seems like these big media companies try to force this shit down people's throats as well. They 'brute force' draconian measures that are not consumer friendly into the marketplace, and hope consumers adopt due to apathy.
Honestly, I hope both of them fail hard if they try and pull this shit.