The big deal veedubfreak is, imagine a year from now, every game released includes this type of licensing, imagine the crap you would have to go through everytime you upgrade your computer or manage to lock out your activation limit. And how long you think these game companies will be around for you to call? or for them to have an activation server for that matter, games companies tend to go done the tubes with great frequency (where as Microsoft, for better or worse, is a monolith).
Not to mention the problems people have already been having, to quote one punter:
"Ok, still not a disaster. I've had this happen with Windows XP before—all I have to do is call the number in the manual, read off the reactivation request code supplied by the activation wizard, and they'll give me an unlock code. Well, not so simple in this case—the support number for the US listed in the manual didn't work, giving me a "We cannot connect your call at this time" message. So I called the Canadian number, which went through. After four minutes on hold, I was told that the only way they'd unlock it is if I take a photo of the disc and the manual and email it to them. Wow… even Microsoft doesn't make you do that.
Having now jumped through all their hoops hours ago, I'm currently waiting for 2K to get around to allowing me to play my legitimate copy of the game on the system of my choosing. Meanwhile, the pirates who cracked Windows Vista's activation in a matter of days are already at work on the game, and I sincerely doubt that the BioShock copy protection wall will still be standing a week from today. And while those pirates play their ill-gotten games without a care, those of us who came by our copies legally will have to put up with draconian obstacles that will then serve no purpose whatsoever. Well done 2K, well done indeed."
Personally I don't intend to take it up the *** for take 2's profit margin, but its your choice I guess.