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I suppose it's good for marketing at B&M's but, sheesh, they could just give you a Steam gift card or something, instead of printing out DVDs with pretty art that serve no backup purpose.
Think of it as a kind of DMR safety from Steam that ensure nobody can decrypt the files on the Disk alone. (I'm not saying it's working since most game still end up decrypted later anyway.)
More than once, a Steam representative at Valve explained that this is a requirement from Valve to the developer/publisher that at least 1/10 of the game's data MUST come from their server or the product can't be sold on Steam at all. This is the only way they can ensure their service as a DMR.
This is also why games on PC that requires Steam usually doesn't have more than 1 disk (except for the early Steam games). It save on disk costs and the packaging is also standard... so also cheaper. (Think of it as this, each "box" produced cost around 2$ to 3$ PER box in average. Having 2 disks push it at 4$-5$ and that bring not any additional sales. That's additional 1$ to 2$ when there might be 50,000 or 100,000 boxes released in total. That's 50,000$ to 100,000$ thrown out the windows for no reason.)
It came to a point where, to save even the 3 minutes of burning per disk, some companies litterally came to the concept of putting 1/100 of the game or even less on the disk. (They put a extravagante Steam Installer + a tiny bit of the game's data.) The package became mostly only a heavier CD-Key.
Is it good or bad? Depends. But whenever you buy ANY games on PC that requires Steam, there will always be a part to be downloaded. If you read on the box you bought, it's clearly stated "Requires Internet Connection" and "Requires ** GB on Harddrive". If anything exceed 5.5GB, you can be sure you'll have to download the rest every times.