I also would support such a move more if there were a week or two free trial play as well. That way rental customers have a chance to fully try a game out, which very well could lead to a sale of the game new, and wouldn't be penalized too much.
It says in the article you get a 7-day trial.
Ahhh...
Well then, other than it being $10 instead of what I consider a far more reasonable $5, I see absolutely nothing wrong with this.
If you like waiting a year to buy your sports games, then you probably aren't one to really play them online anyway, and this really doesn't effect you.
I do think that publishers need to start mentioning new purchase benefits on the game cases though, and making it clear that buying it used will have extra charges for certain things. You can't really expect the used game stores to track what a developer/publisher is going to include/exclude otherwise, and if there is no clear mention of it then the end user is quite easily getting screwed.
A game that came out relatively recent is often only discounted about $5 for used, and if it is going to additionally cost that much or more for some of the features, then it truly isn't worth it. If it is made clear to the consumer though, then the stores like Gamestop will likely have to start reflecting those additional costs in their used prices.