Before anyone raises an eyebrow at the figure I am about to cite, please note that I am British and our currency is very strong against the dollar. I do not have 10 accounts. Each year I spend approximately $1200 on Ultima Online, and I have been doing so for let's say 6 years. In truth it's more, but I didn't have all the accounts open at the start so I did the math and worked out that I have paid for 5 accounts over the course of 6 years. This means that EA has basically had $7200 out of me. Those figures established, I wonder what EA would do to keep me as a customer? In other industries, I'd be offered something to keep me on as a customer. Take for example my Mobile Phone contract, I spend a lot of money with T-Mobile so they basically gave me a free phone (Nokia N95, and this is when they first came out) and a reduction on my monthly line rental. They admitted to me that it meant they'd not make a profit on contract for 6 months, but they worked out that it was worth it in the long run. Does EA not have a similar policy? Just a thought.