We wanted to take our time today to write about something that is very near and dear to our hearts. Battlefield 3. Before we go there, we wanted to publicly chastise EA for their failures in organization and disrespectful treatment of their fans and gamers alike. If it were up to DICE, we believe that the Battlefield 3 demo event would have been run differently. Why gripe? Well, if you ask anyone that has been to E3 in the past few days they can tell you that EA has effectively ignored their core market and decided that select press and analysts would get priority above all. EA effectively had two tiers of lines, VIP and everyone else. VIPs were let in first in groups of 10-12 and the remainder were those waiting in the main line. The problem? The briefing room only fits approximately 15-16 people and the "VIP" was once more, consisted out of not just reputable media, but also blogs which visits are measured in hundreds, rather than thousands or tens of thousands (and very young "journalists" which doubtfully would pass the ESRB gate requirements). We head such rumbling in the press room as well, with a typically sarcastic comment "they're EA anyways, what to expect?" In a way, their attitude is one of reasons why now a Facebook-games company such as Zynga is valued higher that this publishing behemoth. The line of people waiting was long and easily ran into the hundreds. Personally, I came to the show 90 minutes early and was one of the first 50 or so people in line, and I had to wait 3 and a half hours from the opening of the show until I could get a chance to play the game. Needless to say, if EA wants to beat Activision and their Call of Duty franchise, they cannot ignore their core audience like that, there were a lot of very frustrated gamers when they found out how long I had waited and how much longer they likely had to wait. Check out a video of how long the line was...