I am getting sick to the back teeth of this happening to every decent game coming out. I have always hated DRM in games, and the first Borderlands game I discovered only AFTER buying and installing it, was that it had securom on the disc. Now after searching around, I have discovered that Borderlands 2 will now be Steam exclusive for the PC version. So if you are like me and hate the very thought of Steam only games, do not buy it.
Yes you're right. Buy once and reinstall as many times as you want with easy updating is evil. Steam is more than a drm and while it may have its faults or idiosyncrasies it does things far more easily than the vast majority of the drm's out there that could happily break your system or be installed without direct permission.
Needing steam doesn't bother me in the slightest, would you rather it used gfwl?
I love steam! No more worrying about loosing or damaging my disk because I can just re-download. I can still quick install from my dvd if my bandwidth is low. Play on any of my PC's without needing to have the dvd with me. Automatically updated to the latest version with no fuss. Save games backed up and synced automatically. Added achievements. Added community features. And despite what some people will try to tell you, you don't need to have an internet connection to play the game (with no connection steam runs in offline mode). I would have been less likely to buy had it not been steam integrated.