GamesIndustry.biz (registration required) has an explanation from Wedbush Morgan analyst Michael Pachter of EA's plans to sell DLC in advance of the release of the associated game in what sounds like an attempt to charge for demos. "The PDLC would be sold for $10 or $15 through Xbox Live and PlayStation Network, and would essentially be a very long game demo, along the lines of 2009’s Battlefield 1943. A full-blown packaged game would follow shortly after the release of the PDLC, bearing a full retail price, Pachter wrote to investors. "Mr. Earl believes that the release of the PDLC first limits the risk of completing and marketing the full packaged version, and serves as a low-cost marketing tool." He seems to like the idea, though he's not 100% clear if this DLC would be part of a full release. "It actually sounds like a great strategy," he said. "Again, I don’t know if they intend to include the PDLC in the packaged product, but my guess is that they won’t. I think that the PDLC will be a 'prequel' to the full game, so that they can keep selling it after release of the full game."