EA plans to offer extended downloadable demo's for a price to players prior to the release of the full, packaged game.

EA's Chief Operating Officer Nick Earl provides us with more information:

"The PDLC would be sold for $10 or $15 through Xbox Live and PlayStation Network, and would essentially be a very long game demo, along the lines of 2009's Battlefield 1943," Pachter said. "A full-blown packaged game would follow shortly after the release of the PDLC, bearing a full retail price. Mr. Earl believes that the release of the PDLC first limits the risk of completing and marketing the full packaged version, and serves as a low-cost marketing tool."

$10 (£6.50) Is a bit too overpriced. It may be a good move if the demo is a prologue to the actual game that just shows off the techs of the game as well as provide a little story to add onto the game.

I'd want some sort of discount off of the game if they expect you to pay for the demo and the option to continue the game from where you got to in the demo.

I'd rather just get the free demo, as it mainly shows you the best bits.
Why pay for something that you can't complete?

Goodbye developer courtesy, it was a fun ride. (KIDDING!) It's still a little strange though.