The problem with secure whatever and license keys, activation items so many installs then we screw you over, is this. Most support organizations are ill-equped and ill-prepared to handle the issues. Especially if these security measures fail. Look if game companies want to go the way of Computer Asscioates more power to them. CA did all this anti-piracy stuff and ended up having products that failed to even operate due to the secuirty measures.
And if a video game is that much work to me I will simply return it or request an RMA from the manufacturer or get rid of it entirely. Plus considering how much video games costs to me, its hardly the hassle of messing with their security codes in a proper use scenario or not.
Some of what I mean is if the install fails for me once, its history.
The other point to consider to is this, how well is are these security measure going to withstand time. I have games that are probably nearing 15 years old. Most of the companies that wrote them are no longer. So if EA has issue with it, so long EA games. Not to mention I expect the install work just as well as the day I bought it.