Or they could just use Steamworks and save themselves time and development. But that would be too easy?
That was my thought. They're crying that they're losing money, but they go and spend money coming up with their own DRM?
It makes sense when you picture it as a Dilbert cartoon: Senior manager: what are we doing about piracy? I deserve to be a billionaire but all these people are stealing it from me. Manager: We have copy protection. Senior manager: So does everybody else and it isn't working. Manager: We have new copy protection that nobody else has.
The most important thing copy protection does is enable managers to say that they are "doing something". Don't you ever read the paper? Occasionally you do get specific criticisms but at least half the time it's simply that "more needs to be done". Nobody knows what "more" is, and apparently effectiveness is unimportant, they just want it to be done.