PoSSeSSeDCoW: I never really got the objection to project $10 anyway. If really primarily targets used game store rip-offs like GameStop where they sell new games for $5 below release price. You can still save money by buying it used online. Anyway, I see no reason why publishers shouldn't be able to monetize the used game market.
The reason is that they already got their money. So why should they get payed twice for the same copy? In no other business does the manufacturer, publisher or whoever monetize on used sales.
Used sales result from people seeing no value anymore in their purchases. In other words, they are no more satisfied by the thing they bought, so they sell it in order to buy other things. The solution is not to cripple used copies, but to make games so good that people just won't want to sell their games. Sounds hard? That's because it is. But there is payoff, just look at Blizzard, their games are years old yet you can still buy them at retail stores (meaning people are still buying games that are over ten years old at the retail store).
Project 10$ is essentially just admitting that their games are just not good enough.
And one more last thing, there is nothing rip-off about GameStop. GameStop does not hold a gun at your head forcing you to return your game so they can sell it used. They offer a service and customers are making use of it, because they want to. GameStop is not the cause of the problem, it's a symptom.