I don't disagree with the economics of what you're saying, but it's interesting that the console makers seem to be against second-hand games:
http://www.forbes.com/sites/insertcoin/2012/03/29/the-coming...
http://www.forbes.com/sites/insertcoin/2012/03/29/the-coming...
Coming at it from another angle, Gamestop makes a lot of money from second-hand sales. That's money that the game and console makers don't get to make and they want it.