I just picked up Dawn of War 2 today and have to go through the same ridiculous Steam garbage.
Same thing with DoW2 - Different activation periods depending upon region. Just a mess. You wind up with the people who preordered the game waiting, hence rendering preorders now irrelevant.
Still, I have Empire reserved at my local Gamestop and it will arrive on the 4th. I'm glad it isn't showing up on the 3rd because as we know: Steam will lock the game until the 4th anyway.
Steam sucks.
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