I have to disagree with this assesment. It is not a qualification of a subjective matter, it is quantifying cost/value. If I pay $15.00 a month per share to EA and at the same time they flood the market with free shares offering me prettier fonts and colors on my stock certificates for continueing to pay the full $15.00 a month, what is the true incentive to keep paying full price. What I'm paying for most, playing the game, is being given away for free.