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Because Google Docs is better than it was in 2010, has more market share than it had in 2010, and is free for individuals. It's fascinating to watch a market leader gradually being chipped away because it is unable/unwilling to cannibalize itself.

And, notably, it's also a lot cheaper than the retail version which allows multiple installs.

Office 2010 OEM license states exactly the same limitations

I don't know, but I do know that Office 2011 for OS X allows installs on at least two machines. Because I've done it.

OEM license != software

The fact that you've successfully installed Office 2011 for OS X on at least two machines only means that the installer doesn't actively prevent this. It does not mean that the license agreement for the software says that this is ok.

That's pretty much what "OEM license" means. The whole point of the retail license was that it wasn't tied to hardware; what's news is that this is no longer offered.