http://www.escapistmagazine.com/news/view/100755-Ubisoft-Planning-Its-Own-Project-Ten-Dollar
http://www.gamesindustry.biz/articles/ubisoft-looks-to-follow-eas-project-USD10-plans

Not a fan of gang rape.

Ubisoft is fighting awfully hard for the title of worst Publisher, I'll give them that.

See the thing with EA is they are sweetening it with free DLC for games like DA:O, ME2 and NFS: Shift. Then they are getting people hooked on the micro-content. To top it off their games have had all but the disk check removed as DRM so in essence EA are using the DLC itself as DRM.
What Ubisoft are doing is fucking us with the most stupid DRM I have ever seen AND they are going to be charging $10 for DLC? Ahaha. I don't think so.

Most games of Ubisoft with the DRM aren't even worth it.
Just played TFS on a rent for PS3. It was a spit on an old PoP fan like me. Just another interactive movie for the PS3 and Xbox360.
But Ubisoft turns to more fail than you can expect now, even with their current shit games. Appearantly the console versions of TFS are getting pirated, heavily as far as I see it.

Hear, hear. It seems the have a list of things that really anger gamers, and another list that's identical to the first, but on the cover it says "to do".

The DLC in Mass Effect 2 does not require online activation. You simply download and install. With DA:O somone has already made a patcher that removed the online component.

That's not the intention here.

Point is: it will work.
What's the big difference to EA's DLC or Valves Steam? The constant Inet connection. Everything else is about the same. Same ties to the system/user for DRM measures / to counter the second market...
Now granted, they take a lot of heat right now. And?
Same happened to Valve with the announcement of Half-Life 2 being tied to a service called Steam - we all know where Steam today is.
Same happened after the announcement of Modern Warfare 2 not supporting dedicated Servers - we all saw the result (picture) on release day.
Simply put: they have the sales data to see if they're on the right track and, sadly, most gamers are spineless, vocal loud-mouths.
As soon as Assassin's Creed 3 with it's optional DLCs gets announced, they'll jump their dealers for another push, regardless the cost.

"Project Ten Dollar has churned up some controversy among gamers, although most seem happy enough to be getting free stuff in exchange for buying new copies of games rather than used, but EA recently indicated that the program appeared to be a success. More than 70 percent of Mass Effect 2, Dragon Age: Origins and Battlefield: Bad Company 2 buyers went online to redeem their bonus DLC codes, the company said last week, while those who bought codes for used game purchases represented a "low single-digit percentage.""
Err doesn't that rather imply that its NOT succeeded? 70% of people can be bothered to use stuff they got for free but a negligible amount of people who bought the game second hand actually bothered to buy the addon.
This hardly seems unreasonable given that you have to be online to download the bloody thing anyway. Not cool stating it's DRM free but at least this is DRM on the scale of an inappropriate sexual comment rather than on the scale of being drugged and repeatedly raped
As my good friend Wikipedia would say [Citation Needed]. Have you even the slightest evidence that Shale was removed from the game as a nefarious DLC selling act?
Project content is locked really quite early (in the case of a AAA game it would be likely locked down at least a year before release) and any screwing around with it threatens the entire project, management changing the scope of the project partway through is considered one of the leading causes of project failure. Considering that Shale was a sizeable download, it shows its not just a capcom style locked on-disc content.
Once project components are completed, it frees up staff who could then initiate a sub-project based on material thought up during the main project but which was either unpolished or impractical to fit within the main project timeline. They can concieveably get that finished at roughly the same time as the core game, it can be included in the testing phase and if it all passes, it can be released.

I'm not sure they ever said the games were DRM free; I only remember Securom free.

The main point is that more than 70% are buying a new game and not a used one, which i take it from the tone of the speech, it's a larger percentage of people buying new than it usually happens due to the free dlc carrot.
Making a few bucks on the side from used copies (bought dlc) as opposed to zero it's an added bonus, so i guess it's kinda working.

Maybe read it wrong, sounded to me like they had a code usage rate of 70% rather than 70% of copies being new.
Suppose they could compare it to the total accounts that have played it and then see how many of them used a code

You have to sign in and authorize it at least once, I am 99.9% sure. I have had errors in both games when trying to play offline because it will not load a game with "unauthorized" DLC.

It means I can't back the DLC up and have it as DRM-free content in 20 years when EA is no more.