I'll disagree with you here. Microsoft Digital DRM licenses are quite explicit, 1 local license for the original console, and 1 system license for the Xbox Live Account. I don't believe publishers have the right to alter this policy. I know some games have some content usually online that requires an unlock code. I choose not to play those games.
I have no problem with every Xbox Live account needing a copy of the content to play, but this was not clearly laid out before purchase, and even counter to the product description online.
If you want to require per account purchases they the content needs to be priced accordingly.
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Developers have the ability to restrict media usage rights via DRM to just the system license. In this case thoes rights extend only to the gamertag/account that purchased the content. This is a cyclical argument which all falls back to DRM, and how restrictive it can and should be. There is no clear law especially with digital downloading. This is the classic case of technology out pacing our legal system.