Having stated that the version of Sims 3 that was spread all over the Internet ("our secret marketing campaign" was in fact a demo, EA's CEO has burned the software pirates, and told consumers how they want to buy in one go:

"...I think the truth is we've out-serviced the pirate", he says in a recent interview, continuing:

"By the way, if there are any pirates you're writing for, please encourage them to pirate FIFA Online, NBA Street Online, Battleforge, Battlefield Heroes... if they would just pirate lots of it I'd love them.

"Because what's in the middle of the game is an opportunity to buy stuff. I increasingly believe that's the way the market's going because that's how the consumer wants to consume."

He's got a point there. The more games head online to Micro-Transaction Town, the more they will require subscriptions, the more piracy will indeed benefit the publisher. It's identity theft that we've got to watch out for.

See more of JR's thoughts here.