I think games companies like EA are finally seeing that high street retailers like GAME and Gamestation have been making massive profits from their "trade in" service which are damaging to the games industry. Money made from trade ins go straight to the pockets of the retailers and the games companies see nothing. The retailers business model are almost entirely reliant on the trade in service to generate money past the first purchase sale of the game when it comes out. They just sit there and wait for people to come with their old unwanted games. As a gamer I'd rather see the money I spend go to the publishers so they can continue to make good games than have my money go straight into the brinks and mortar retail shops.