For the next two years, GameStop stores in California will have to post signs in their stores to warn buyers about Online Passes or having to pay for DLC advertised as free for new games. Similar warnings are also required on the retailer's website.
As with most things, this new requirement comes from a class-action lawsuit. GameStop was accused of misleading customers and trying to maximize their profits by buying used games low and selling them high "without paying any royalties to video game publishers or developers." I like how that last tidbit was thrown in to make the class action seem more noble.
The end result? GameStop now has to refund customers—in checks or store credit—the $15 they would have had to pay to receive the new-game-only-free DLC and other online access. GameStop has also started to lower the prices of their used games to attract customer interest, as buying a used game sans Online Pass content for $55 is obviously not a bargain over paying $60 new.
It was never a bargain to begin with, but now it's readily apparent to all customers who don't follow the Internet as closely as we do.