Speaking of... is it SO MUCH to ask to have it link to Steam? Achievements, friends list, punkbuster...
To be honest this is a turnoff for me. I do love Steam, but I was annoyed to no end when I bought my copy of Skyrim for PC and had to immediately register it with Steam just to get the game.
Ah, I haven't purchased a physical disc for PC since... well FFXIV. I could see that being annoying, you just want to play. I bought Skyrim and almost every other game through steam and it just worked, haha.