Especially not full price. The value of buying a license for a digital download can't be $60 if the value of owning the physical version is also $60.
Personally to me the value of a temporary license to a game is at best $10. Why would I rent a game for $60?
Yeah, okay, I made the same mistake as Sony. I wrote "buy", but what I meant was "spending money" in a general sense (regardless if it's buying ownership or paying a license fee). Second hand customers simply can't afford (or willing to pay) the price of a new copy. Trying to force these people to the Sony shop is a really bad move and won't work.
Otherwise you're right, it's absurd that license fee is the same as the price of an owned copy.