Hell, I don't get why they just don't stop selling the game completely, and only sell CD Keys in boxes.
Then, when you get home to log in to their website, put the key in and it downloads a small package that hooks you up to their servers, where the game actually is. Then, you just play the game over the Internet on their computers, using yours as a proxy.
Pirating is then 99% impossible.
Wonder what'll happen to those when they omit to print the key like quite a few have done already.
Besides, wouldn't it be simpler to forgo keys entirely?
Just Sell a usb connected blood sample taker that makes up a unique identifier for everyone that wants to purchase the game. Once you've bought the hardware you just log on buy a game and give a sample. No more boxes, no more keys, no more installs, just become slave to your EA overlord.