This is real big. EA has been running a competitive downloading service, but now it seems that they have given into the steam client. Currently you can get Spore, Warhammer Online, Crysis, and Mass Effect, but expect more in the future (Mirror's Edge ^_^)
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The problem is, this is a late release, and we already know now that the gameplay sucks and it was overhyped. This would really only work if it was first released only on Steam before people found out.
EDIT: Also, the EA downloader is a piece of shit. This is very welcome news.
Mass Effect is downloading now, despite the fact that I had already borrowed the 360 version from a friend.
INTERNET CONNECTION, ONLINE AUTHENTICATION, END USER LICENSE AGREEMENT REQUIRED TO PLAY. TO ACCESS ONLINE FEATURES, YOU MUST REGISTER ONLINE. ONLY ONE REGISTRATION AVAILABLE PER GAME. EA TERMS & CONDITIONS AND FEATURE UPDATES CAN BE FOUND AT WWW.EA.COM. YOU MUST BE 13+ TO REGISTER ONLINE. EA MAY RETIRE ONLINE FEATURES AFTER 30 DAYS NOTICE POSTED ON www.ea.com.
That kinda worries me.