They will all do it now. If they can, why shouldn't they? It's win-win for them.
Yeah, this is why statements like Prime Mover's are ignorant. It's an asshole move, but given this is basically free immunity most any company/set of lawyers is going to eagerly leap on this, so you can't really be angry at them (or at least you shouldn't waste your time with a boycott or something) so much as be angry over AT&T and our Supreme Court for enabling this shit.
... Fuck, while I'm not going to hold this against Sony/EA I'm definitely avoiding AT&T as much as I possibly can.