I think the rampant PC game piracy (almost 80-90%) can be blamed for this somewhat.
The truth is no one really knows what the real percentage is regarding pirate games since, as far as we know, it has never been properly studied. Also, piracy does not matter nearly as much as lost sales. The 11 year old kid who has no money (and other similar groups) is not a lost sale and the gaming industry should not care about them too much. We're totally in the dark regarding lost sales since the gaming industry no idea what this number is. Either the gaming industry execs don't enough care to know what the number is, or they know the real numbers and believe it is more effective to spout fictional lost sales numbers. For myself, either answer is completely deplorable.
Brain dead measures such as the ones Ubisoft is apparently enacting will likely only cause them greater expense (infrastructure and DRM costs) and drive more people to pirate their games. It's a shame really, I used to really like some of the games they published.