Reading all these comments I am actually pretty amused at this ordeal. First off the gold standard in hated DRM, right now, is obviously Bioshock. With Bioshock you currently get 5 activations on 5 different computers and if you uninstall the game or use the revoke tool provided you get the activations back, so if you do everything properly you can have it installed on five machines at once for all time.
And people hate that. They are infuriated by Bioshock's DRM and continue to cite it whenever DRM threads pop up. Also the initial activation limit was 3 computers 3 times each, if we want to split hairs.
And now EA comes along with their ridiculous every 10 days thing and people EXPLODE, and probably rightfully so. After said explosion EA says "okay we're changing it to be just three activations and the only other time it will authenticate is when you download new content" and almost everyone here IS DANCING FOR JOY.
It's the same fucking DRM as Bioshock now, except you get fewer activations and they haven't mentioned a single thing about revokes when you uninstall. And everyone is happy?! It's almost like EA looked at Bioshock's ordeal and decided they liked the DRM but needed a way for people to accept it so they came up with this incredibly outrageous DRM that doesn't actually exist which they knew gamers would instantly hate only so they could reduce it to something more acceptable (by comparison) and seem like they are awesome and love their fans. I am not saying this is what happened (it's probably not) but it's fucking hilarious.