As a cofounder of an edtech startup attempting to change the course materials industry, I see this as another instance of overzealous rights holders / publishers twisting the system to work to their advantage.
Publishers will do anything to squeeze every last dollar out of colleges, faculty, and even students.
This is exactly why we have to stop relying entirely upon copyrighted content. Open educational resources (OERs) must continue to become a real threat to greedy publishers, to revive the market back to health.
This is exactly why we started Ginkgotree - to give faculty freedom to choose the content they find most valuable, whether it's free or paid.