BioWare have said they won't make this demand anymore, now it requires only to be re-authenticated when applying for downloadable content, take that DRM!
"BioWare has always listened very closely to its fans and we made this decision to ensure we are delivering the best possible experience to them. To all the fans including our many friends in the armed services and internationally who expressed concerns that they would not be able re-authenticate as often as required, EA and BioWare want you to know that your feedback is important to us," read an from Jay Watamaniuk, Community Manager.
"The solution being implemented for Mass Effect for the PC changes copy protection from being key disc based, which requires authentication every time you play the game by requiring a disc in the drive, to a one time online authentication."
The DRM issue is still a major point of contention for many users, gaming or otherwise, for its 'punishment' of legitimate digital customers.