I understand that is the direction and I understand and respect that. A game like God of War or Dantes Inferno has little replay value once you finish the mission, so the consumers can buy, finish their game and trade it in within a week really, and game developers get hurt badly by used game sales.
This article however, is talking specifically of sports games. Games with yearly cycles (less time and money spent) that have value for the entire sports season, and for many, the whole year if the game is good. In my opinion, with sports games it has more to do with game quality as far as why it's traded in when it still has value to Gamestop.