After hearing all of the talk about EA's online pass, and generally having a negative feeling about it, I finally came across online pass when I picked up NHL 11. But to be honest, aside from having to actually enter a code in every time I open a new sports game, i think it can be a good idea. Not in it's current form, but a modified version. I can think of two things right off the bat that I know would make it much more appealing. 
 
First and foremost, the cards with the codes on them should also have a bar code or QR code that can be scanned with the vision camera or kinect. Even though I have the little keyboard on my controller at all times, it would just be easier and faster for the customer.  
 
Second, when someone activates online pass for NHL 11, all the previous NHL games for them should still be fully functional. This rule should apply to all games. If I buy the latest Madden game, or (har har) NBA game, or even Skate and Need for Speed, they should retain all of their functionality for people who get an online pass for the latest game in the series. So, if I buy the latest Skate, all previous Skate games retain their functionality. If I buy the latest Need for Speed, all my previous NFS games still work. If I don't want the latest need for speed, but I am really anal about that last achievement in NBA Live 06 that I didn't get (and is now impossible to achieve because they shut down the servers, fuckers), then I can just buy an online pass for that series of games.  
 
I just feel like Microsoft should have made it some sort of achievement law that any achievement can always be attainable. What if I like NBA Live 06 better than the succeeding versions?