Cory Ledesma, creative director for WWE Smackdown vs. Raw 2011 (new versions of which offered free DLC and online multiplayer access), recently told CVG, "I don't think we really care whether used game buyers are upset because new game buyers get everything."
Ledesma explained, "We hope people understand that when the game's bought used we get cheated," later adding, "I don't think anyone wants that so in order for us to make strong, high-quality WWE games we need loyal fans that are interested in purchasing the game. We want to award those fans with additional content." That does it -- from now on, we buy all our WWE games new. Not for the DLC, mind you, but because we've got a strict policy against upsetting companies that are in constant contact with professional wrestlers.