Okay, when I saw BF3 was coming out, I was like "cool, should be pretty good. Maybe I'll pick it up a few months after release when the prices have gone down".
Then, I saw it had been developed on PC, and I thought "perhaps I'll buy it on release; pay a few extra quid to show I approve".
Then I saw the screenshots and gameplay footage, and I decided "blimey, okay I'm pre-ordering this as soon as pay day comes around!"
Then I saw they were cutting it from Steam.
"Fair play," I thought, "I don't blame them for not wanting to put free cash in the pockets of one of their biggest rivals, although it would have been nice if they'd just admitted to that being the reason rather than invent this crap about Steam not being supportive enough".
Then I saw that it would require Origin. A dick move on EA's part, but unsurprising. Again, I was only very slightly put off - not enough to rethink pre-ordering the game.
"So what if EA want something to kickstart their new online service. They certainly need something to compete with Valve's behemoth of an equivalent! Besides, the competition could possibly drive down the prices of Steam games now that it has something similar to compete with... so if Origin has competitive game prices and is as functional as Steam, then why not try it?"
Then I saw the introduction price for BF3 on Origin. £40 for the standard edition. The Limited edition (which I think is £10 on top of that price on Origin) is over a tenner cheaper than that standard edition, on Amazon. At this point, I slapped myself for ever even thinking about giving EA another chance. On several occasions they've let us down: not patching far too many of their games to any standard quick enough (ie. BF2 was unplayable between patch 1.2 and 1.4, with a gap of several months between each; also the PC issues for Dead Space 1 haven't been fixed though they've obviously been identified because they are absent from Dead Space 2, etc, etc.)... and those ridiculous advertising campaigns (covered here: http://www.escapistmagazine.com/videos/view/extra-credits/2794-An-Open-Letter-to-EA-Marketing ), to name a couple of those occasions.
I don't like EA. I never have. I don't like their marketing and business strategies. I don't like their approach to both the consumer and the competition, as well as the medium in which they create. This is just yet another thing to hold against them, in my opinion, and if it means I don't buy BF3 - at least not until it comes down in price as a physical copy - then that's my loss and EA's.