Psyringe: However, I have to say that with their contradictory definition of DRM-free,
livefree: wait what do you mean by this? is there direct download not drm-free?
When the shop opened, they had a big note "DRM Free" on the main shop page. However, at the same time, on their info page for developers, which listed the requirements for selling a game through their store, they mentioned that a one-time online activation would be okay. This is a bit contradictory, so SirPrimalform (and perhaps others) discussed this with them.
As a result, they have now removed the big "DRM Free" note, and mention the DRM if the game has one. It's not quite what I hoped for, but it must be said that they _have_ displayed the DRM information very prominently for the game that had some.
So, their current stance seems to be that they prefer DRM-free games, that they are okay with mild forms of DRM, and they take care to inform their customers about the DRM that a game might have. (Which means that the contradiction is gone now, though it's still a step in a different direction than the one I hoped they would take.)