Not surprised this is happening especially with the success Valve has had with Steam, just a little taken back that EA would be the one to get it rolling. I imagined Activision would try something like this first with some form of Blizzard integration. But I guess they really don't have enough relevant IP's to do this anymore. I just hope this doesn't turn into some publisher digital distribution war, requiring all of us to have unique apps and accounts for every little thing. Those seem to be retail copies only from what I saw. Which itself is surprising since they are the exclusive partners with Valve in this front, and now seem to be trying to undermine them. A widely unpopular business decision it seems, that in the end might cost them on the digital front depending on the future titles. These things aren't beneficial to the consumer and demonstrate they care more about the bottom line than "electronic art".