Of course it won't last long, it's marketing. They don't lose any money because it's a digital download. They're old games, so most likely nobody that didn't already own them would have bought them outside of this offer. EA lose nothing - no product, no potential sale. But they gain the respect of a large amount of naive gamers who think EA is suddenly a nice company that respects their customers, and in turn they gain more sales on their future games. Unfortunately it's incredibly easy to get their customers back. Now that they've acquired the rights to make new Star Wars games, their sales will go through the roof. Even look at the Humble Bundle. They give away some old games for free and people start to like them again.