Yeah, stuff like that happens with every game. If not by accident it happens by purpose or by having connections to someone who works at the store. If prefere this method of preotection over the others.
I honestly can't understand why people have such a hatered for steam. It has been around for a decade, is handy to update your games and obsoletes having to carry disks around, if you want to install a game somewhere else. The shop and the advertisement isn't agressive, so what?
I can understand it if people hate useless additional programms, like the ones rockstar made you install, if you wanted to play GTA 4 on a PC. But steam is kind of the oldie among these things, sin't it?