It should be noted that in retail, games have basically zero profit margin. They cost $50 or $60 or whatever from the warehouse, and of course retailers charge the same. Places like Wal-Mart or EB probably get some bulk discount, but even then, profits on actual games are razor-thin.
So really, with this plan, studios are effectively running places like EB Games out of business. Not necessarily a BAD thing, really, because EB/Gamestop is their own band of crooks altogether. But I do like finding used games that are difficult to find new.