The man's a gamer. Maybe not one of us - we don't run Electronic Arts after all - but this week's profile of EA boss John Riccitiello portrayed a man who thinks earnestly about games, in ways we gamers do.

It was not his gaming bonafides that started a robust discussion of Riccitiello's place as one of the most powerful figures in the games industry. Thoughts on what games should cost, coming from a man who sells plenty of them, and whose company moves the industry, were of utmost concern. And Online Pass or Project $10, the single-use codes seen in sports titles or Mass Effect 2 are one step along the way to the company changing its relationship with gamers, into one of paying for a service and not just a product.

"The point I'm making is the fact that the business model needs to evolve and recognize a little bit that there's a big service component," Riccitiello said. "The model is going to keep evolving in ways that I'm hopeful most gamers are going to find it positive."

Many readers have yet to embrace that.

"EA's model is all about taking value away from the consumer," wrote Shinta. "In nearly every single way, it's really the exact opposite of what he's claiming. They take a chunk out for project $10, then they take another huge chunk out for DLC, then they take another chunk out and don't test everything - instead calling it continued customer support instead of a post-release patch, now he's talking subscriptions and not even owning your game after 1 year."

Others seemed to acknowledge that Riccitiello runs a games company, not a public radio station.

"It also sounds like he's speculating on the future of gaming, not the present," replied Resonance462. "Game companies should be allowed to make money off of used game sales. If you wait a couple months, you can typically buy a game for less than it costs used, anyway. And if you don't like this model, you can buy a Wii. There's not a lot of patching/DLC going on there. I'm not complaining."

The week in Kotaku's original reporting and coverage: