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Taken from a poster on destructoid:
"http://masseffect.bioware.com/forums/viewtopic.html?topic=628375&forum=125&sp=3
Mass Effect and Spore will have a limited number of activations, similar to Bioshock before it. The number of these activations will be three. Every time Securom makes your game "cease to function" because it couldn't verify the legitimacy of the game, getting the game reactivated will blow an activation. Thus, after three such events, your game is bricked. Go buy a new copy, get a new CD-key." (or call tech support, possibly)