Maybe the ad campaign could employ a variant of the Citadel discount speech from the second game. “I’m Commander Shepard, and I purchase all of the games starring myself via the official Electronic Arts distribution service.”

Hey, guys!  So I hear tell you want to kill Steam.

Well, okay, that’s overly harsh; you just want a sweet piece of that digital distribution pie.  And who can blame you?  There’s a lot of money going through Steam, and if I were a big company I’d be looking for a way to pick up a few extra bucks down that road.  You’ve made a good opening move by cutting ties with Steam and putting both Star Wars: The Old Republic and Mass Effect 3 exclusively on Origin.  It’s really a good start toward getting a foot in the digital distribution market, and considering how much I like having some healthy competition here, I’m all in favor of it.

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