EB games in NZ would struggle to be in business if it weren't for 2nd hand sales, in some / many cases, their margins on used games are higher than they are on new games. When you consider that many EB games are in major malls (westfields), the rent alone would be pretty crippling, and I would hazard a guess, unsustainable without the ability to deal in used games.
I predict EB Games will soon get into trouble over sales of 2nd hand games. Last weekend I called the two local EB stores to enquire about Skyrim for xBox360 availability. Both had 2nd hand copies of Skyrim. It took several pointed questions before they admitted that they couldn't guarantee the games would install, that DLC wasn't included, and that because the license had been used it was possible that a new license would be required.
Sooner or later they are going to sell a 2nd hand game that can only be used as a drink coaster.
As to the OP - EA is in one business only, the business of making money. If a single-use license if what they offer then you either accept their offer and play by their rules or find another gaming studio that has a few more clues. EA will keep trying to kill the 2nd hand market as long as people keep accepting their terms and keep paying them. The only way this may change is if the market talks by walking.