"in fact the search engines and Facebook have hardly complied -- there are still search results and Facebook pages for this company"

The DMCA doesn't require that links to the company be removed - it requires that the service provider stop their distribution of a copyrighted work. From TFA, it sounds like only Facebook had a direct download link to the copyrighted work, and that they assisted in its removal. As someone else mentioned, to make the download completely unavailable you would need to send a DMCA notice to the hosting provider (Masterhost, according to RIPE) and hope that this Russian company respects U.S. copyright law.

Getting search engines to delist entire companies isn't really what the law is intended for, even if it sometimes succeeds.

And I present the following countering evidence to the idea that real names do anything to increase civility: http://imgur.com/ub51D

Too bad gamecopyworld doesn't think there's any need for a crack for Mass Effect, simply because you don't need the DVD in the drive.

The sad thing is, before all of this started, I intended to buy Mass Effect (and Spore) as soon as they came out. At this point, though, I'm starting to not want to even deal with buying the game and hunting down a crack. I still play games I bought years ago - if people are already hitting activation problems with Mass Effect then there's no way I'm going to pay for it and end up with a useless disc after EA stops supporting it.

some companies are already selling tickets to the space station if you like pre-ordering that kind of stuff