Dark Cloud may be on to something, Microsoft have a 3 time use code allowance, if EA does that I think it would be better!
I shall be picking up a copy of this game before long!
I think that there should be an alternate way of doing it but then again I have no idea what they could do.
Seems like there is mixed emotions on this topic, its interesting as xTrueLegendx said about renting, I don't know if you will be able to rent because of the code and if you rent it and take it back then another rents in they are unable to use that code.