It IS a problem because it treats me like a dirty pirate while the actual pirates don't have to put up with the crap at all. I'm technically only renting the game. And its not 3 necesarrily different machines. What if the first time you try installing it crashes? Lose an install. What if you reformat your machine? Lose an install. Change your motherboard, CPU, or graphics card? Possibly lose an install. Buy a new computer? Lose an install.
They say just call them up and they'll give you an extra install. Fun! I get to spend 3 hours on hold with a tech support who thinks everything I'm saying is a lie and that I'm a filthy pirate, and its up to his mercy whether or not he wants to be generous enough to allow me another install on a game I supposedly own.
And what if EA goes bankrupt? $50 coaster, whoohoo!