The PS4 will work just like the PS3 for disc games. This means that EA might go and re-implement their "online pass" system and Sony won't get in their way and try to force them NOT to do this, but there will be nothing built into the console for this and the implementation and blame for it are all squarely on EA. Sony can (and has) only stated for sure that their first party games won't have something like "online pass", if external publishers do it, that's on them, just like it was when EA implemented "online pass" for the 360 and PS3.
The introduction is the start of an "instructional video" for how to lend games to your friends, complete with "Step One" and dramatic PS4 music, and then the guy just hands a game to his friend who says, "Thanks."
I think it is a clever ad, and a good position to take. I'm not much of a gamer so I am not their core demographic, but I tend to buy something from each generation of consoles and "less-obnoxious DRM and no region-locking" would be a no-brainer for me in terms of choosing.
http://www.youtube.com/watch?feature=player_embedded&v=kWSIF...
They are also encouraging developers to remove online passes