In a possible exercise of total futility, around 3 million digital codes for DiRT 3 were stolen and from an AMD server which were reserved as part of a promotion.
The codes were given away which let people enjoy DiRT 3 through Steam, although given the nature of how this all works the codes are likely easy to trace.
Ultimately this ‘free ride’ of Codemasters’ DiRT 3 could lead to quite a few Steam bans as Valve and AMD hunt down those connected to the theft. It could get complicated however if people start claiming they were duped into buying a ‘legitimate’ digital copy.
At the least Steam should be able to easily disable the copies.