First - They release the Bioshock Demo on XBOX Live over a week before the game was released.
Second - They wait til the day before the game is released to finally let the PC community get the demo without having to resort to torrents or other bull**** means of acquiring a DEMO.
Third - They use SecuRom for their anti-piracy protection and supposedly limit LEGITIMATE PC game buyers to only 2 installs / activations.
Story Time!
So, little Johnny works hard on his news paper route and lawn-mowing jobs saving up all summer so he can run out and buy Bioshock on the day it's released.
Little Johnny decides to stop at his friend Tommy's house to show Tommy his new, hard-earned game. Little Johnny installs Bioshock on Tommy's PC.
Tommy ooh's and ahh's over how much Bioshock kicks ass. Tommy goes to the store to buy his very own copy of Bioshock since it kicks so much ass.
Little Johnny is happy and decides to go home so he can play Bioshock on his own computer. Little Johnny's father, Big Fred, notices that Little Johnny got
a new game and wants to check it out on his computer. Little Johnny, is proud of his hard-earned game and lets Big Fred install it on his own computer and play it for a while.
Big Fred loves Bioshock and is proud of his son for having such great taste in computer games. Big Fred drives to the store to buy his own copy of Bioshock.
Little Johnny is finally able to sit down at his own computer and install the game.
Little Johnny gets to the activation screen, diligently put in his serial number for his shiny new Bioshock game and gets this:
Little Johnny is very sad now. He is unable to play the very game that he worked ALL SUMMER for. Little Johnny has to resort to begging and pleading
2K games to let him activate Bioshock on his own PC, because he foolishly installed the game on 2 other PC's first.
He writes a very strongly worded letter to 2K Games, and vows to NEVER BUY ANOTHER GAME FROM 2K again.
Have multiple PC's? Have fun trying to reactivate.
Reload Windows on a regular basis? Have fun trying to reactivate.
Run a Dual Boot XP / Vista box and want to see how the game runs on DX10 vs. DX9? Have fun trying to reactivate.
Want to let other people in your family use the game for a while? Have fun trying to reactivate.
Want to sell the game in 6 months after you are bored with it? Too bad sucker.
Think buying the game through Steam will prevent this problem? Think again.
I haven't personally run into this issue yet, but there are multiple threads on the 2K forums with users having this issue. If they don't fix this **** ASAP, I will never buy another 2K game again. I'm sure I'm not the only one.
http://forums.2kgames.com/forums/showthread.php?t=5966
http://forums.2kgames.com/forums/showthread.php?t=5527