And that code, yup, you guessed it, will come with all brand new copes of UFC 2010.  
 
People who buy used/rented will have to buy the code for $5. 
 
This plan is very similar to what EA plans to do with its sports titles, however, there is no mention of a trial period for the multiplayer, and the code is half the price of what EA is planning to charge. 
 
Is $5 reasonable, more so than EA's $10?

5 dollars and 10 dollars. both reasonable if it achieves the overall game plan of reducing pre-owned sales.

Goshdarnit, I almost always buy all my games used. I was planning on picking this game up used, but not anymore. The more you feed the bull, the more people it will kill.

ill be bummed when i buy my used copy of madden but ...then again I do understand the plot behind the surcharge

Any sort of free trial or are renters just completely fucked?
 
I can't say I really give a shit about this game, but I can tell that pretty soon this greed will infect a game I'm actually interested in.
 
Welcome to the new age of not owning what's on the disc, you are essentially licensing the content at the discretion of the publisher.
 
Don't they realize that this is all part of a system in which people sell games to buy more games? Hopefully this backfires big time and all the dumbass analysts and money crunchers get put out to pasture.

Looks like I won't be playing the game online. Maybe I should just skip the game altogether. Did they take out local multiplayer too? That was the main way I played the first game. If they did, like they just did with Skate 3, it would be a waste of a rental for me.

SUPPOSEDLY... rentals will have a 7 day pass for the game, but Im not sure of the mechanics of thats gonna work

That is just stupid.

Next generation of console, we'll have to insert a quarter to turn them on.

" That is just stupid. "