Another problem with a shift to the console that's been getting a lot of press lately is the issue of used game sales.
While the problem of intrusive and or disruptive DRMs leaves players when they shift to the console, developers are being forced to take greater notice of the fact that consoles see a LOT of used game sales, which sees no profit what so ever going to them. Its never been uncommon for people to just wait for a game to go onto the used rack and get it rather than get it new. [it just requires some patience and they get it cheaper, and don't miss any content either way]
Another facet of the console is that you can rent games quite cheaply. Granted, I think this isn't as big a loss to developers as a license of sorts must be purchased to rent the games out, costing a good deal more than the game normally would). This does however, have the impact of letting people try before they buy, giving more than any demo could hope to.
With the tendency of games now to provide short play times while continuing to cost quite alot, these games see a higher turn around, going back onto the used games racks quicker and quicker after release, sold by gamers in order to recoup some of the cost of that game (perhaps to buy a game that hopefully lasts longer than a day or so). Whereas, on the PC, finding used games is rare and generally done between gamers rather than a game store (and non-existent if you consider buying online from sources such as Steam, while seeing an increase in profits when you cut shipping and packaging costs for the distributor)
The idea of having a one use download for the original purchaser, such as the map pack for gears of war, is just one way developers are trying to fight off the growing used games business. A better sounding solution though, is if someone plans to make a game, they work on ensuring the game can be played for more than a day or two. This would naturally see a longer time before games start hitting that used rack. Whether this is through replay-ability, length of story, online content, unending/sandbox content, or episodic content. Perhaps even a mix of the above.
Using quick solutions like a secuROM or forcing people to buy new by restricting the extended content to a one shot code will just upset people. Unless you go out and make sure everyone knows that if they don't buy your game new (it ought to be fun trying to spin something like that into something positive), they won't get all the content, people are going to buy your game used and get pretty upset when they find their missing their final boss or other half of the story. Their intent to buy used anyways may have been a loss to your profits overall, but the next time you put out a game, they won't want it used or new based on the last experience with your companies product.