If it ain't working for 100% legit customers, it's a faulty product, even fraudulent, this news is welcome.
Like a car that stops going every 100 miles and says: you exceeded you activation limit. And no one told you at the car sellers.
P.S. I'm not a fool. If they absolutely want to do that rent-a-game thing, they can do it, legally. But in order to be so it must be distinguisheable from retail software, for instance by a note on the box, e.g:
activationware
3 activation points included
price per additional actiation: xx $
etc.
If they have not deemed it necessary it can get costly. In addition to the damage they have already done to their reputation.
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