Great Gaming Crusade: "EA looks like it wants to muscle in on some of the action in PC digital and online gaming with the launch of Origin, its own digital game distributor, which is a smart move considering the PC gaming market continues to grow, while PC retail sales are absolutely dismal. It’s been made absolutely clear in the past few years that digital distribution for PC is king. With a third party digital distributor like Valve’s Steam, a gamer can buy a game and be downloading it within the same minute—often for much cheaper than the game’s retail counterpart. Not to mention, Steam and Microsoft’s Games for Windows LIVE offer achievements to keep gamers’ egos warm, fuzzy, and well-stroked. Nothing says returning customers like happy customers. Retail doesn’t even stand a chance."