The Conquest of Origin
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Ultima designer and Origin co-founder Richard "Lord British" Garriott even worked an EA reference into Ultima VII (1992). Two high-profile nonplayer characters, Elizabeth and Abraham, perform seemingly helpful tasks for the player - but E. and A. turn out to be murderers in league with the player's nemesis, the Guardian. The three items that power the Guardian's evil generators are a cube, a sphere and a tetrahedron - the former EA logo.
This reference in Ultima VII proved prophetic. In 1991 Hawkins left EA to found the short-lived 3DO Company. The next year, 1992, Origin entered dire financial straits and sold out to EA. Yet Origin never sold its soul; rather, EA spent the next 12 years gradually and painfully devouring it. The sad story could be a case study for future MBA students.
