Peter Moore's claimed that Apple charging 79p per download for music is a "rip off," and that EA will "evolve" to meet the needs of digital distribution.
"You're being ripped off," said the exec on the subject of iTunes sales. "We're not going to do that, we're going to evolve, we're going to go faster for the consumer, whatever the consumer wants. So in the future hard drives are going to be bigger, broadband is going to be faster and we're going to look back and laugh at the fact that we used to drive to the store to buy a piece of plastic with data on it.
"That business model isn't going to exist – I don't know whether it's going to be five years from now or ten years, but it's not going to be around anymore."
Moore was speaking in the fifth and final part of this week's Guardian interview. Which you should read.