Bleeding the second hand market

If you bought a second hand car, lets say a Toyota, would it piss you off if Toyota demanded you pay them to use the air con even though you bought it from a private seller and not from them?

Well that's what EA just did to me, i bought Mass effect 2, no sooner had i started the game then the title screen tells me i have to pay to use features that are already on the disk! This is a very under hand way of screwing customers, i buy new games and second hand and this nasty cheap tactic is in place to limit my options, just the idea of being punished in these days of recession for trying to save money and not paying the over inflated prices of new games (i mean £50 for a game EA? is it 1995 again? F%#K you!) makes me sick.