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I am starting to think that EA and the other major makers of gamers is just actively tiring to destroy PC gaming. You have crippling DRM software on other EA titles , you have a root kit on BioShock, all because the game makers want to spy in you, and sell your info to 3^rd party companies. It does not matter how great the game is, as soon as I hear DRM or Adware, I stop in my tracks. It looks like Hellgate: London uses the latter, and is now off my wish list. There are reports that the new Demo of Hellgate: London comes with Adware. If you install the demo on your PC you give to EA a few scary things.

From the EULA (bolds are mine)

The Software incorporates technology of Massive Incorporated ("Massive") that enables in-game advertising, and the display of other similar in-game objects, which are uploaded temporarily to your personal computer or game console and replaced during online game play. As part of this process, Massive may collect your Internet protocol address and other basic anonymous information, and will use this information for the general purposes of transmitting and measuring in-game advertising. Massive does not store or use any of this information for the purpose of discovering your personal identity. For additional details regarding Massive’s in-game advertising practices, and to understand your options with respect to in-game advertising and data collection, please see Massive's privacy policy. The trademarks and copyrighted material contained in all in-game advertising are the property of the respective owners. Portions of this product are © 2007 Massive Incorporated. All rights reserved.

Consent to Use of Data. You agree that EA, its affiliates, and each Related Party may collect, use, store and transmit technical and related information that identifies your computer, including without limitation your Internet Protocol address, operating system, application software and peripheral hardware, that may be gathered periodically to facilitate the provision of software updates, dynamically served content, product support and other services to you, including online play. EA and/or the Related Parties may also use this information in the aggregate and, in a form which does not personally identify you, to improve our products and services and we may share that aggregate data with our third party service providers.

Now I am not as freaked out about the attempt to gather information on my from my game console, because it is only used to play games. I use my PC to check on my bank accounts, pay bills, chat with friends and so on (what I do on my PC is between me and the keyboard, so don't ask). The level of information that is on my PC vs. my Psbox is crazy. To open my PC up to EA or anyone is not only stupid on my part, but shows a total lack of disdain for the end user on the part of the game maker. We paid for the game, we may have even paid for the privilege of playing online, but somehow that is not enough for the game manufacture, they are making deals on the side to bombard you with adverts while you are in game.
Am I the only one that remembers the once great company AOL. They are no longer a player in anything because of one simple flaw in their business logic; you can not charge people $24 a month and then ask them to wade through countless adverts to check their mail. We all understand why there are ads on Google and Yahoo, because those sites give us something from free. EA, your games are not free.
At what point does the end user stop becoming a cash cow that is being exploited? Give me the game for free and I will measure if the free game is worth the adverts and spyware, but to ask me to pay for it... you can keep it.