We should demand the ability to share/trade digital games with our friends

At this point, discs are only still viable because we want the ability to trade our games with our friends to grow our "community library" of games. If next gen games gave the option to lend digital games (or even let us trade 1:1 with a friend) millions would migrate to the more desirable digital copy. This would help cut a sizeable chunk out of the carbon footprint of gaming (replaced by the need for more energy I'm sure, but still a step in the right direction I think).

What can we do as a community to organize and demand this long overdue feature?