I class this in a similar way to online MMORPGs that have you buy their game off-the-shelf b4 u can go online and try them.
U go online, use u`r "special key thingy", it turns out to be crapoz - tada u now have a meaningless box.
U can`t even take it to the likes of ElectronicsBoutique and trade it in coz - duh - the code`s been used. Apply for a new one - wtf!!22231222!!! they`ll charge u the same as a new game off the shelf !!
Took a few threads of rants on the codemaster`s forum to get them to submit to downloadable gaming, which is fair enough, but I think they still require u to purchase to download it - well u`r still in the freakin same boat, cept u don`t have a spare place-mat to stick u`r cup on coz u only downloaded it!!
Download - create account - free trial - then u pay.. simple. Used to be like that for most orpg, but no - now they want the extra buck buying a stoopid box.