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"I Think Of Pirates As A Marketplace" is the grabber headline of an interview with John Riccitiello on Kotaku, where the EA CEO discusses the growing trend of using DLC as a fulcrum to prevent piracy and curtail used-game sales. He says "They can steal the disc, but they can't steal the DLC," though a later update acknowledges that piracy of DLC is not actually unheard of. "I don't think anybody should pirate anything," Riccitiello clarifies. "I believe in the artistry of the people who build [the games industry.] I profoundly believe that. And when you steal from us, you steal from them. Having said that, there's a lot of people who do."
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