To me, this whole thing doesnt seem like piracy at all. It seems like a veiled attempt to get free marketing data. Maybe im just too paranoid but think about this... It has to call home every 10 days, and of course it will have to send some kind of identifying materials to make sure their issued key for the product matches up with the system it was originally installed on, most likely hardware data/etc. So, now they have instant data about every single one of their consumers hardware makeup, they know the ration of intel to amd, ati to nvidia, etc, not only that, but they have all the info needed to keep track of how often their customers upgrade their pcs. But, what if they send more info to 'verify', what if they include more than just your serial number, what if the game makes you specify your name and your location (or it could just be traced from the IP address) at some point and it sends that out, then the company now also has instant geographical data on where there games are sold and in what quantity, plus when you stop updating, they know you've uninstalled their game, so they have a near perfect graph of the lifetime of any game they release with this scheme.
In my opinion, yeah, i'm probably a bit too paranoid, but i think they don't even care about copy protection, its pretty obvious noone really cares, everyone knows it doesn't work for long. I think they just want free marketing data, but anyways, i've already preordered spore (in the end, im just an addict, and thats the reason EA might win this one, the gaming addicts), but the one ill be playing will be the pirated version. My job sometimes requires me to go a few months running on just my savings, that means limited luxuries and no internet, hell my most powerful PC doesn't even have net access (broke the network card, dont use it enough to fix it), so its not really even a choice for me, even if i wanted it to be.