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Considering the pricing on EA use on Origin, they need and could quite easily afford a few giant sales like Steam. They have digital downloads priced higher than physical discs even though they get more profit per sale via digital download.

When it comes to Steam sales I usually only get games that I'd normally wait a while for anyway (e.g. Fallout New Vegas, Rage, Braid). I won't bother waiting for a sale if I really want a game. With some older games I already own, I buy them when they're on sale for convenience of having it on my account (Deus Ex collection, and Far Cry 1&2 just now!).