I can appreciate that Steam once did the same thing to garner support for itself as a digital distribution service. But EA are gambling heavily if they think that forcing people to use your service in the hopes of luring people to adopt it as their primary digital distribution service is something that's going to work in a market where there are already several competing download systems, as it's more likely to be interpreted as simply an additional headache. People don't need to be introduced to the wonders of digital distribution anymore, as Steam did, however heavy-handedly several years ago. What EA should be doing is offering a MORE user friendly experience than Valve.
And while they're at it, they should turn down the thermostat in hell...
And while they're at it, they should turn down the thermostat in hell...