GameStop, although you would think would be quite upset over this announcement, has released a statement saying they are excited to partner with such a "forward thinking publisher."
This is the first real step toward what will probably be the future of the used game market. By segmenting the market in this way, it might allow used versions of games to be sold at a cheaper price because of the ten dollar premium associated with online play. This means that you won't have to pay for online functionality of you aren't going to use it.