Can anyone explain to me what the advantage of doing this is? Maybe you love Mass Effect so you would want to keep the game anyways, but if this turns into a distribution system then the prices better be pretty low to make up for the cash back you could receive selling the game.
Even if you are too lazy or afraid to sell on ebay or amazon you will still get 20-35 dollars at Gamestop, Bestbuy, or other retailers for your used game.
Maybe if they lower the price of games to 20-30 dollars at release (not very likely I would imagine) it would sort of be worth it.
I will never understand the draw of digital distribution. It just seems like I am paying more and getting much less all to avoid the minor inconvenience of driving to a store (which you will probably go past anyways assuming you work or go to school).
If you preorder Mass Effect 3 and preload it (assuming they let you do that) then you will get to play it a whole 30 minutes to an hour before the midnight release folks who will have a copy of the game they can share, collect, or trade away for cash towards more games. Just seems like digital supporters are paying one hell of a price for virtually no advantage over physical.
I get why publishers like it, but unless you work for EA it seems rather odd to support this.