Well, presuming that games have a lifespan, of say N hours, then there really is (from the producers side) very little difference between a game being resold X times or being pirated X times. In both cases, their servers experience X*N hours of usage, and they only get paid the original Y dollars.
The car analogy doesn't hold up, because there is an expectation that the warranty would be used for the entire lifetime of the warranty, whereas games that are sold aren't done so with the expectation that after 40 hours of usage or so, they'd be resold continuously to other parties who would also play them for 40 hours, and so on. Perhaps a better analogy is that the warranty on a car has an explicit limit on the number of miles that may be driven, which prevents the warranty from being used by multiple parties driving the car continuously.
As counterintuitive as it may seem (and, i expect controversial on HN) I actually think providing a service code with the original game (that can be purchased for $10 by future purchasers of the game) actually aligns the use of the service and payment to the server operators quite well, without getting into the ugly world of "You may use the online service for Z hours before your account times out." (going back to the Car Warranty analogy)