http://online.wsj.com/article/SB1000... (google redirect for the full article)
Electronic Arts Inc. is starting an online service to sell downloadable games directly to consumers, as one of the world's biggest makers of videogames steps up a push to offer more of its wares over the Internet, rather than through discs at stores.
The Redwood City, Calif., software maker plans to unveil the service, called Origin, on Friday.
It seems they're stepping up EA DM, which has already seen gradual improvements and recently added a friends list, and they've actually decided to go all-in for it. Hopefully this develops well.
It looks like SWTOR is going to be exclusive to the service.