From ArsTechnica (6/23):
EA CEO John Riccitiello has a new message for people who want to pirate EA games: go ahead and do it. . . . "If they would just pirate lots of it I'd love them. [laughs] Because what's in the middle of the game is an opportunity to buy stuff." Welcome to the new EA, where you're not being sold a game, you're being sold a store.