I wish I could say I'm amazed / outraged by this. As it is I'm barely surprised. As others have commented the pay-per-play revenue model seems to be the chosen policy towards which certain publishers appear to be incrementally heading. When I say 'certain publishers', EA and Ubisoft - I'm looking at you.
Now we could argue endlessly about the merits of the "piracy is destroying the industry" argument that most such publishers put forwards as the sole defence of their actions, however I have the following observations:
1) This is the upper boundary of the sophistication of the publisher's argument. It isn't a sophisticated dialectic.
2) Most reasonably intelligent gamers are more than able to clearly see through this argument and identify the PPP model as a barely concealed attempt at revenue maximisation.
3) Does everyone remember a few years ago when the average price of a PC game increased from £30 to £35? It hurt a bit, but most players (and thus customers) ultimately accepted it because they were still being treated with a modicum of respect by the publishers. No attempt was made to masquerade the price increase as anything else.
4) My personal view is that the efforts to which developers go to create the games that we love requires renumeration. Games do and should cost money. OK, I think the price for games is a little too high, but I do not and will not pirate games.
5) I think that what disgusts most players is being treated like thieves by publishing houses who's cynical view appears to be that their customers are insuficiently intelligent to recognise when they're being fleeced by an unsophisticated but greedy revenue model and are simmultaneously subject to arbitrary and draconian restrictions on the use of software that they legitimately purchased.
I'd like to single out Stardock as an exemplary publisher. No DRM, not even disk checks. Which is why I've happily and enthusiastically purchased ALL the DLC for Sins of a Solar Empire. Isn't this exactly how we want developers / publishers to behave? They should be enthusiastically supported...