Are you really surprised? By this time next week, all of the games coming out ever will have one. If Batman: Arkham City, a single player game can have one, you can be certain multiplayer centric games will too.
In a very non official fashion, Alan Kertz, Core Gameplay Designer on Battlefield 3, tweeted to a fan that you could buy an online pass with a used copy. Doesn’t get more straightforward than that. In another tweet he justified it saying “Because servers cost money, and used games don’t make developers any money.”
Will this stop you from getting Battlefield 3? Do you not care? I don’t think this is going to go away, should we just embrace it?