Lol, this is a good one:
On the 2K boards, one community member found that when his brother attempted to play Bioshock on another account (on the same PC), the software prompted him for a serial number. He asked (ok, whined a bit) as to whether or not this serial would count toward another of his 5 activations. This was 2K's response:
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2k Tech JT writes: The other way to view this, is one USER has purchased the game. Not the whole family. So why should your brother play for free?
Copied from: http://kotaku.com/gaming/2k/2k-on-biosh ... 296622.php