As you may expect this isn't a new paradigm, Bliuzzard, through Battle.net has safely issued uniqeu
B.net keys that aren't transferable though matters other then trust. Since only 1 key can be activbe on b.net at one time.
This has not stopped Blizzard, nor b.net from being the leader in sales, nor in the popularity of it's products. The technical robustness of this methodology has been politely vetted over time, and the buying pulbic has adopted it.
The frantically used game market, with respect to on-line play as a primary motivation, is weak due to this reason and the wisdom of wholesale pricing of unpleasantly established products to encourage purchase through those chanmnels, rather than end user reselling.
You are not crying wolf, but you are behind the curve.
