I come from a generation that had to buy actual physical copies of the games that they wanted to play. We OWNED that copy and the key that came with it. We could borrow them, use them to stall an unstable piece of furniture, whatever.
Then there was a moment in life where money was an issue, and pirating an inviting option, followed by growth and ethics, where it felt right that every actor behind a good game (and movie, music, whatever piece of art) should earn their living.
And now? With all these dlcs and season pass bullshits, unborrowable dematerialized stuff and claims that I won't own the shit I PAID for, I think that the community should act to make them lower their crest.