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Its an Origin download only - therefore they sell you a product key, and thus they have to obtain it from EA somehow. Perhaps they pay the full £50 and then sell it to you for £29.90. Very nice of them to take a loss
The problem is how the keys are obtained - if its directly from EA (with their blessing), then perhaps the gaming giant isn't as evil as everyone makes out. If however, its a random generator then there could be problems (although they suggest its not how they supply the code).
There was a case with The Simpsons Tapped Out, where a "company" (GameZino) was selling ingame currency (donuts) at reduced prices (they were buying discounted iTunes cards somehow). It didn't go well for GameZino, and not particularly well for quite a few customers...
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