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This probably has been suggested before, but I haven't seen it anywhere:

Sports Interactive has stated numerous times that the main goal for moving entirely to Steam Activation only was to prevent pre-release software piracy. A goal that they succeeded in.

Steam achieved what SI wanted it to for FM12 and prevented pre-release piracy, and held back piracy for nearly two weeks post release.

If this is the case, why not release the game via other methods a while after Steam's release? Say a Christmas release that doesn't require Steam?

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