SOCOM Fireteam Bravo 3, comes bundled with a code which, once redeemed through the PlayStation Network, allows the player to access the game's online modes. Folks who purchase the game directly through the PSN are automatically online-enabled -- but those who nab the game illicitly won't have access to the code, and will have to shell out $20 to unlock a license which lets them play online.
Sony's John Koller recently spoke to IGN about the activation procedure, saying it's "a trial run for a new initiative we are exploring for the platform." Obviously, it's going to be very effective at sticking it to software pirates worldwide. Oh, and people who rent games over GameFly, and people who buy used games, and people who borrow games from their friends. That'll teach you, everyone!