I'm pretty sure its stepping stones towards all games being hosted in the cloud, where you don't own any physical media or even files. You'll have a profile with saves attached to it and use that to connect to games that you hire/rent from providers like Steam and Origin. Every single player game will have an always online requirement and you'll not only be targeted for pertinent DLC, but media groups will strike deals with Valve, EA and whoever else to showcase the latest films, cars and consumables. It's already happening in Xbox live.
When we lose the ability to game offline, we're truly fucked. When it trickles in like this it receives backlash, but if the publishers stay the course and make sure its just a trickle, they're golden. There's new gamers coming in all the time who will be far easier 'sells' and resist far less. They'll grow up accepting always online.