Steam is an absolute no-no (and incidentally there is no such thing as DRM that benefits the users, how ignorant).
Totally disagree. I've used Steam for fours years and with its automatic patching, speed of download and community features (friends list, user profiles & groups etc), it clearly offers plenty more to the consumer than the pure hassle that other DRM systems entail.
Last weekend for example, I bought Race Driver:GRID (another Codemasters' game), for an very reasonable ?7.49 on Friday night. Downloaded it over night and been playing it since Saturday morning - simple as that
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Equally, when I've had to validate (I bought Left4Dead & Football Manager 2009 on retail as they were cheaper at shop.to than on Steam) it's simply been a case of entering the CD-Key, just as you would during a regular install.
The only difference is that you need to be connected to the internet at the time of validation, but after that Steam can be run in offline mode. For better or worse, being able to connect to the internet is basically essential as a gamer now anyway with the need to download patches, so is it much extra hardship having to be online at install as well? The steam programs memory footprint is also minimal if you've got over 1GB of RAM (which I'm guessing will be the bare minimum spec for Ashes Cricket 2009.
Anything that requires online verification will turn off 50%+ of their potential PC customers. If not basically 100%...
Finally there's absolutely zero merit in making up random numbers to try and convince that the majority of potential purchasers are likely to be put off by Steam. If you've had negative experiences with Steam feel free to share (I'd be interested to hear them), but rhetoric just doesn't constitute an argument.