This is coming on the tail of the huge customer dissatisfaction with Spore's DRM. This announcement is likely to give Red Alert 3 a head start on Amazon.
A discussion on this started in the Spore catch-all before Certis told us to stop and move to another thread.
Do you think PC game DRM's time has come to an end? Obviously EA doesn't think so, but only Activision/Blizzard is larger. Even the bigger publishers that are smaller than EA would have a hard time with this kind of backlash, I think. It could also mean an end to PC gaming, as more studios follow the way of Crytek.
But is it stupid to go against your customers? Or does the fact that consoles give them the means to avoid as much piracy as they deal with on the PC outweigh giving PC gaming customers what they want?