@thehbk: Can you source this though? I've read it installs the game for your Xbox, not necessarily your account. Your friend's profiles on another xbox would have to buy the game if you wanted to play split screen on his Xbone it sounds like
Also, noone complains about this on Steam because there wasn't a huge market for used PC game sales before Steam.
We all have our feelings about Kotaku but here you go. This makes sense. I am guessing that they are just approaching it the same way XBLA games are now. You can play on the console purchased with any account or play on the any console as long as you are logged into the account that purchased it.