Electronic Arts is currently working on inserting more “dynamic” ads into its AAA titles, and this development has produced a lot of justified eye-rolling from gamers as a whole, despite how “thoughtful” CEO Andrew Wilson says the company is being about it.

AAA games already cost a hefty $60 or $70 to buy, and as long as games have existed, not being served ads has always been included in that premium price. At the end of the day though, publishers like EA will consider anything that brings in more money over time. And for that reason, they should consider something I’ve been thinking about for some time, especially now that they want to include ads: make EA FC free-to-play.