If you were watching the Sony E3 2013 PlayStation press conference, you've already seen that Sony's confirmed the PlayStation 4 will support used games, rentals, lending, trading, etc. You'll also have heard the huge reaction from both the general public in the audience and a fair number of developers and media, too. They really dug the knife in and well, they're at it again.
Sony's just posted the following "Instructional Video" showing gamers how to lend a friend a game. There's only one step. It may or may not be the process of handing the game to your friend. What really sells it is Adam Boyes' sarcastic, "Thanks," at the end of the video. It's almost as if he's specifically staring derisively at Microsoft as he says it.
Speaking of Adam Boyes, who works for Sony in third party developer relations, he's been mentioning on Twitter just how important the public message was in Sony's decision. He mentions specifically that the #PS4noDRM campaign helped spread the word through all levels of Sony and "moved the needle" so to speak. This isn't so much a big win for Sony as it is for gamers who made their voices heard.
Now we have a PlayStation 4 without used game DRM, with no online requirements at all, who is more than comfortable slowly digging a knife into Microsoft's side until they say, "UNCLE, UNCLE," themselves. Or maybe they won't, and the hilarity will continue. I'm still kind of bummed we have to pay for multiplayer now, though.