Why are they doing this?
Game stop and gamefly's business runs on selling and renting used games
Money. (For the developing or publishing company.)
The industry nowadays runs off of maximizing near-term profits to please shareholders. Instead of, you know, implementing policies and strategies that make sense, instead of antagonizing their audiences.
It's really quite simple. Provide value and offer the path to power to new players and they won't get bored and sell their game, or they will turn their rental into a buy.
Way back when I first started playing SCIV I just rented it, like I did all games at the time. I found my teacher completely by coincidence.
He showed me a few stun combos and suddenly I had power. I was winning where I wouldn't have before.
I bought that game. I
never buy games and I bought that game. And you're damn well sure I bought SCV, too.
I'm just saying.
At least the trial period is there. But it's really not a good show of faith to the customers. You're supposed to build trust and brand loyalty, not break it.