Hellgate: London Use of Data Clause
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3. Consent to Use of Data. You agree that EA, its affiliates, and each Related Party may collect, use, store and transmit technical and related information that identifies your computer, including without limitation your Internet Protocol address, operating system, application software and peripheral hardware, that may be gathered periodically to facilitate the provision of software updates, dynamically served content, product support and other services to you, including online play. EA and/or the Related Parties may also use this information in the aggregate and, in a form which does not personally identify you, to improve our products and services and we may share that aggregate data with our third party service providers.
Apparently knowing everything about our computers is a necessary step to help them serve us relevant in-game advertising. So even if you're going to shell out the game's purchase price and intend to pay a $10/month subscription fee, you should also expect to see some ads.
