They have to understand that to counter piracy, DRM is totally useless.
At best the game will not be available in a pirated version until 1 week after release.
The best way to counter piracy is by making the legit way simpler and more convenient than the non-legit way.
That's why steam is making loads of money even though piracy is supposed to be a massive problem on the PC (The reason why PC games are becoming harder to find in retail stores)