Seems 2K are having some issues with their punters - they used sercurerom protection for Bioshock (like that's going to stop the pirates right?!) and it will only allow two installs of the game. So, we the paying public shell out, what £30 notes or so for a game, get treated like criminals with wasteful crapware like securerom whilst downloaders enjoy the game for free and with zero hassle.
Source -> http://forums.2kgames.com/forums/showthread.php?t=5527