They didn't just screw it up, they twice screwed up a game in a manner that specifically defied their own splashily enounced Gamer's Bill of Rights.
And so people won't buy their stuff, which is really how it should be instead of with other publishers like EA who can get away with doing anything, including crappy games.
But EA has actually been the industry good guy for a few years now, cutting down on DRM and championing new IPs.
I'm sure that cutting down DRM had a lot more to do with the multiple class action lawsuits filed against them 2 years ago than an attempt to actually respect their customers.
They may have cleaned up their act recently, but they are going to have to be good for a long time. The reason why is because when they started off in the early 80's, their entire strategy was based on not raping gamers and respecting the designers, and they were known as the good guys. Eventually they betrayed that trust and turned into the Soviet Union of the gaming world. In the last 10 years they've had at least 4 major lawsuits because of their unethical behavior.
Oh, and as for the original topic, let's see how EA's experience with limited installs worked out:
n the September 2008 release of EA's game Spore it was revealed that the DRM scheme included a program called SecuROM and a lifetime machine-activation limit of three (3) instances. A huge public outcry over this DRM scheme broke out over the Internet and swarmed Amazon.com with one-star ratings and critical reviews of the game in order to get EA to "pay attention to their consumers".[66] This DRM scheme, which was intended to hinder the efforts of pirates to illegally use and distribute EA software, instead mainly affected paying customers, as the game itself was pirated well before release.[67] On September 13, 2008, it was announced that Spore was the most pirated game ever with over half a million illegal downloads within the first week of release.[68] In response to customer reaction, EA officially announced its release of upcoming Command & Conquer: Red Alert 3 would increase the installation limit to 5 rather than 3.[69] Many customers were still unsatisfied, claiming they were still renting the game at full price.
On September 22, 2008, a global class action law suit was filed against EA regarding the DRM in Spore, complaining about EA not disclosing the existence of SecuROM from the game manual, and addresses how SecuROM runs with the nature of a rootkit, including how it remains on the hard drive even after Spore is uninstalled.[70][71][72] On October 14, 2008, a similar class action lawsuit was filed against EA for the inclusion of DRM software in the free demo version of the Creature Creator.[73]
In other words it hurt people who purchased the game legally and rewarded piracy. So, for everyone who thinks there isn't a problem, enjoy "renting" your crippled game at $60+.