You buy a CD, you lend it to a friend, do they have to pay?
You buy a DVD you watch it and give to your friend, do they have to pay?
You buy a CD, you listen it to your HiFi in your living room, then you take it and play it on your HiFi in your bedroom, you certainly don't expect to pay again!
I have both current gen systems. The one that pulls this crap on the consumers won't get my money. I strongly urge all other gamers to do the same.