Now it all makes sense.

FORBES: Are Consumers Sensitive to E-Book Prices?

Now, finally, I just think it makes sense for us to give it up for all of our outstanding American athletes who are competing in London right now. (Applause.) I want to congratulate Michael Phelps -- (applause) -- most medals we've ever seen.

WHITEHOUSE: Remarks by the President at a Campaign Event

For now, it appears EA will be placing all of its eggs in the always-online basket, and while this makes sense to some degree (tie-ins almost always do, to some degree) I doubt it will pan out quite the way the publisher has in mind.

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