Online passes are just that, passes for the online portion of the game. These aren't one time use codes that unlock the SP portion of the game. Why should a publisher provide you with an on going service you haven't paid for.
Pug-Nasty
Because someone playing a new copy is identical to someone playing a used copy. If I buy Halo: Reach new there's one more multiplayer user for that title, but I lose that ability if I sell it or give it away. It doesn't matter whether that copy of Halo: Reach has one owner or a thousand, there's still only one person it online at any one time.
You can argue that online passes don't affect single player but that's beside the point when there are an ever-increasing number of single player-focussed games shipping with single-use DLC codes. Some games (e.g. Mass Effect 2) have the single-use code double as a gateway for additional "free" DLC later on. This harms the core experience of a single player-focussed game in the same way that online passes harm the core experience of a multiplayer-focussed game.
When you buy any other physical good you are free to resell it, and anyone would scoff at the suggestion that the original manufacturer should get a cut of any resales. Publishers want to be able to make a living? Big deal, so does every other manufacturer of physical goods.
What makes video games special???
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