Wow, you're naive.
Microsoft knows and abuses their user base. For example, all Xbox Live game servers are hosted by players. These players pay a yearly fee to MS, so that MS will grant them the privilege of hosting these servers and playing against other players. MS is basically getting free money.
Rednecks who don't know better; Call of Duty dudebros; 13 year olds with gullible soccer moms - these are all people don't give a shit about always online and represent the core audience of the Xbox brand. They'll buy the next console without asking questions and they'll create the critical mass MS and publishers need in order to push always online.
People who hope the PS4 will save us from always online are naive. Always online has always been the publishers' wet dream. They've been pushing for this for years. At the very least, MS and Sony will implement mechanisms so that any publisher will be able to impose the always online requirement for their games. And remember, MS and Sony are also publishers, and they're quite big publishers. Where do you expect people to go once all games released by Activision, EA, Sony, MS, Ubisoft and others will all require always online? How will you fight a cartel in its own walled garden?
Blizzard games, Steam games, even the dreaded SimCity sell tens of millions of copies each year, despite the various types of (partially) always online requirements. Always online is here to stay and there's nothing you can do, because of the massive amount of people who will gobble this up without thinking twice.
An algorithm must be seen to be believed. -- D.E. Knuth