BioShock PC won't run until August 21 without activation

When someone try to run legally bought PC version BioShock today (early), few days ahead of official release date, he get this error message "Bioshock is not available until August 21" (by the way, this is not case in X360 version, that one runs early without problems).

As you may already know from previous news, this is part of obligatory internet activation process on Take 2 authorization server, which serves as copy protection, similar as Half-Life 2 did on Steam.