Microsoft sat down with Ars at GDC 2009 to announce its upcoming additions to the Games for Windows platform, along with more protection for publishers. They want you to know that this isn't DRM, and they don't think you're a bad person. They just want you to buy the games.
Just another way for Microsoft to squeez more money out of people for things they already make enough off of. I am sticking with the free games online. Now granted they have things you can buy if you want to but they actually support you either way.