Ha! Made you look! But seriously, EA is giving the gorgeous, close-up action-packedFIFA 07 away for free. And we really mean free.

The root of this new push by EA basically started out when the online version of FIFA 07 was downloaded freely by millions of players in South Korea. Now instead of pushing through selling copies of the game in a country where piracy reigns, EA decided it was much better to provide the game for free. And when players were undeniably hooked, EA provided options to add "enhancements" to the game to get an edge on opponents - for a price.

And lucky EA gained 700,000 orders of these enhancements since May 2006, without a fuss.

A new trend of "getting something for nothing" is growing and seems pretty unavoidable. But Gerhard Florin, executive vice president of international publishing at Electronic Arts in Geneva, is happy that they can still earn something from it.

EA is one of a couple of media companies who are now yielding to free exchange and distribution of their products, instead of spending millions of dollars fighting it. We can't wait for other giants to follow suit. Oh boy, that will be the day...