IMO large game companies are all ran by some narcissistic ahole who just wants to not only be right all of the time every time but also give you absolutely nothing but memories for your £50.
I guess we shall see how bad this narcissism is once the idea like, actually works and actually doesn't look like crap. Then we shall see if you can still buy anything that you can hold in your hand. Or, find out that all you own is a name in your game list that can be taken away at any time because you don't own diddly squat. Which, from memory, is what they want. They don't want you to actually own anything. Just rent space on a server, and when you are done paying for the sub you lose all of your games.
It's the same thing Sky do, well, with Sky. You can pay them £50 odd a month to use their service and record to your heart's content, but when you stop paying them £50 you lose all of your recordings and get left with a house brick. Which is wrong, IMO.