The Four Horsemen of the Western Publishers (Activision, EA, Ubi and 2K) want it too badly.
Strangely for such a big publisher with an array of online games, Activision doesn't use online passes (at least for CoD they don't, i think). I can find some statements from them against used games sales, but they never went as hard on it as EA or even Sony.
I mean there is n o way that non-Microsoft loyalists will buy the console. It is going to bite them in the ass over the long term.
If the price is right and the games are appealing to you, "console loyalty" should never prevent you from indulging yourself.
I don't like what i saw about XBone. I loved XBone presentation for how stupidly misguided it was. Best tragicomedy i've seen this year.
But it's all about games. If they will show some amazing games at next E3, i might pick up XBone in a few years for 250$ or less for a pair of exclusives ;p