Jeez EA, really? First I'd like to point out that devs work hard to make that Intellectual Property, but the consumers work equally hard making their money. It's not a high price tag that gives value to something, it's the quality of product. I've seen cheap intellectual property priced at $60 all too many times because of idiot devs releasing incomplete games, Diablo 3 being the latest example.
Another wonderful way to cheapen your IP is the tons of bloody DLC that contribute nothing to your game story-wise, or in any way for that matter. DLC should add richness to an already rich storyline anything else like weapon and map packs just make the game seem as if it was incomplete and not worth its initial price tag. With shitty DLC you're not only cheapening the product but also what my $60 is worth in this industry. Then of course you wonder why people Pirate games on release. Many of those people are tired of their money giving them nothing when buying games so they pirate it, play it, and buy it if they deem the game actually has worth. Obviously not everyone goes out and buys the game after they've pirated it, whatever their reason, and don't misquote me saying that I support piracy, I'm simply saying that I've seen this kind of what I would call 'soft-piracy' I'll even admit to having done it once or twice, oddly enough all with high-priced EA titles I didn't have that much money to just wastefully spend on shit games (I had just been screwed by Dragon Age 2 and had very little trust in EA anymore at the time too), I did buy the games afterwards if you were wondering.
Finally, another great way to cheapen your IP that EA is guilty of doing, is to completely fuck a pre-existing IP's worth. I mentioned DA2 previously, but how about completely screwing up the ending to one of your most promising and anticipated IPs? That doesn't make the consumer feel good about their $60 purchase btw.
What EA needs to realize is that the value of an IP in this industry is determined by the consumers willingness to own their game based on tastes and quality of product, NOT the millions they spend on advertising, buying out reviewers opinions and development. A well advertised, hyped up and polished turd is still a piece of shit, worth nothing to consumers. You also really can't expect to have value in something you yourself put no value in, the expression ' you reap what you sow' comes to mind.
EA hasn't the right to preach about value when they value nothing (or at least very little).