I don't see too much of a problem with it. There are a few tweaks that need to be made to the concept first though.
Some people rent games to see if they like it enough to spend $100+ on first. You can't do that with the current online pass system. Not without paying around $15 for a pass to play it for one night and potentially hate it and never play it again.
Also, it kills that safety net of being able to return a game for full store credit if it just plain sucks. Once you use that one-time-use code you can't return it for what it cost you to buy possibly the same day even. I know that they don't like people returning their games to the store within the first week and getting something else but if they made a better game, maybe people would keep it longer than a week.
They need to make it so that any account can try the online experience for say an hour or two and see if they wanna spend the cash on it.