Can you propose a better solution?
Easy? Don't harass customers with crap like that?
Tell me right now. How would you solve the problem of people reselling the game while keeping their own activated?
Requiring a DVD to play? As always? If someone uses a crack he won't have these DRM problems anyway.
If there isn't enough copyright protection, there will be a flood of pirated and resold games from people who can still play the game.
Bullshit. Pirated copies do not have these problems anyway because they crack the copy protection. Therefore this activation bullshit isn't more secure than requiring a DVD to play.
In the end its pretty clear that this isn't intended to stop pirates. (Because they will be the only people who do not have any problems playing it after they have removed the protection). But its a convenient way to stop people who have bought it legally from reselling their game.
Conclusion: EA sucks.