Potzato: Did they really need to do that ? Because I can't imagine 'well intended' people not seeing the obvious downside.
Pheace: It's that or drop the beneficial part of regional pricing (low prices for low income countries). At the moment those games are/were being bought in cheap countries and then sold in bulk through places like G2A and Kinguin to the rest of the world with G2A/Kinguin and the users selling them taking a sizeable profit.
I don't disagree that key-resellers are a thorn in their business that has to be dealt with, but this measure (as any DRM in my opinion) does more harm to the customer than to the middle-man. Although I agree that using the services of third party key resellers isn't an innocent thing to do (people should expect 'a catch' when buying things cheaper than they should).
Point is, what doesn't sit well with me is that in the end, to protect its interests, they just made up a system that won't protect their customers in any way (and they clearly won't give extra support as said in the article) and because they're a quasi-monopoly, they kind of make the rules.