I think publishers are overlooking the fact that Gamestop isn't the only used games outlet. This $10 pass negatively affects only the person dumb enough to take a measly $5 discount.
Most games, even big AAA titles, can be found used on Amazon or some other online marketplace for $30-40 just a week or two after release. If I don't have the full $60 on release day, that's probably how I'll get this game, and in that case, it's a winning situation for everyone. I get the game for $30-40 + $10, still a discount from the new price, and the publisher gets part of the money.