So, more of this bullshit just like Mass Effect 2 had. Am I to understand that - just like Mass Effect 2 - this code is only accessible for the account that redeems it? That is, my brother who rooms with me while attending school won't be able to have access to the same content that I do, even though we own a full copy of the game?
 
If that's the case, that's an awful lot of bullshit. You shouldn't have to buy extra copies of DLC for each account when you legitimately own the game and only one person will be playing it at a time. That'll quickly turn me off of all games that pull that bullshit.

You can always play on the same account

" You can always play on the same account "

There's no form of split-screen, or even an XBL setup like Halo 3 or Left 4 Dead 2 where multiple people can play on Live with the same account.  Therefore, assuming that a company would put that kind of code in the box and allow multiple accounts to access it is a little...odd. 
 
It's just like any form of downloadable Arcade game.  That's bound to an account, not the Xbox. 
 
Welcome to digital distribution.

why do you have the inability to share an account with your bro?
my bro and I have been sharing one for years

you only bought one copy of the game so you only have the right to one account. 
 
look up licensing agreements (software) on wikipedia. Games follow this rule more and more lately.

Well as long as the account is still on the Xbox any other account, on the same xbox, can use the DLC or Arcade games. As soon as you move the account though, the other people on that box no longer have access to that material. At least that is how it used to be. With these new VIP codes, they may prevent access for other people, unless the just let you access DLC for free.

" So, more of this bullshit just like Mass Effect 2 had. Am I to understand that - just like Mass Effect 2 - this code is only accessible for the account that redeems it? That is, my brother who rooms with me while attending school won't be able to have access to the same content that I do, even though we own a full copy of the game?  If that's the case, that's an awful lot of bullshit. You shouldn't have to buy extra copies of DLC for each account when you legitimately own the game and only one person will be playing it at a time. That'll quickly turn me off of all games that pull that bullshit. "

I rented it today on 360 and my copy's VIP code was unused... so lucky me.

" @Branthog: Right there is your problem you only bought 1 copy of the game. Therefore 1 code for a single XBL account. Don't worry young Padawan, you will soon learn that EA is releasing the VIP membership on XBL for your brother to download at a later date. It will cost him money tho.  It makes perfect sense why they do it this way. They need to make money to keep making games that we like to play and future DLC. So instead of selling the game with a code you can give to your friends and they can give to their friends and so on. They issue 1 code that is a single use code so that everyone buys a new copy of the game. It's brilliant!  But to save yourself $60 wait till the VIP membership is released on XBL and have your brother purchase it for $15. Problem solved. "

" you only bought one copy of the game so you only have the right to one account.  look up licensing agreements (software) on wikipedia. Games follow this rule more and more lately. "

" Well as long as the account is still on the Xbox any other account, on the same xbox, can use the DLC or Arcade games. As soon as you move the account though, the other people on that box no longer have access to that material. At least that is how it used to be. With these new VIP codes, they may prevent access for other people, unless the just let you access DLC for free. "

" @Branthog said:

" So, more of this bullshit just like Mass Effect 2 had. Am I to understand that - just like Mass Effect 2 - this code is only accessible for the account that redeems it? That is, my brother who rooms with me while attending school won't be able to have access to the same content that I do, even though we own a full copy of the game?  If that's the case, that's an awful lot of bullshit. You shouldn't have to buy extra copies of DLC for each account when you legitimately own the game and only one person will be playing it at a time. That'll quickly turn me off of all games that pull that bullshit. "

Choose who wants the DLC and play it on that account, otherwise stop  bitching because you aren't making an effort to fix it. "

i wish the VIP code can be used for multiple accounts on one console... :( my sis can play the VIP code multiplayer maps using her PSN account, but when I use mine, it asks for the VIP code even if we both use the same PS3 console :(