With most gamers ticked off about EA's "Raines compared Online Pass to DLC, which gives the company an opportunity to promote content for a popular franchises in-store. It was noted that GameStop leads the market in DLC card sales. Once gamers come to terms with programs like EA's, GameStop might be able to take advantage, establishing itself as a top seller of Online Passes – at least until people figure out that such things can be purchased from home with less hassle.