Nave360's Cryss writes:
"Speaking to Eurogamer, EA Sports Vice President Wilson spoke of the future of purchasing video games, stating that the day will come when we stop going to Game and Gamestop, claiming it is important for retailers to understand what customers want for the future.
EA’s direct download service Origin is the future that they are discussing of course. This would come about from EA using exclusives such as Battlefield 3 as bartering chips to drag customers to Origin. This can be showcased through their purchase of Popcap games, by drawing a fan base to Origin through exclusives they cut out retailers, meaning EA get access to 100% of the profits."