It's odd that this hasn't been pointed out.
If all sales go through digitally, there is no real cost in physical production of boxes etc. There also is a higher mark up for Deluxe editions, as there is nothing at all in any format save a piece of paper with a scratchy bit even for Physical copies.
If sales for PC are through Origins digitally, ALL of the money is theirs, with no cut for merchants. Of course, there are merchants who sell the game, and Sony or MS still take some of a digital version, but it will still be more profitable for EA. STeam doesn't make them the same profit margins, as other places (Gamersgate etc), but it all counts. I really can't see them having much of a loss by not being Steam based.
When they dished out copies through Amazon on the day of sale, they were unable to fulfil orders that were placed as far back as May. I assume this got sorted pretty quickly, but it shows something.
On gamersgate, it was ranked #5 of 'upcoming wants'. Now, it's number one in their charts, so the PC must be slightly popular.
The fact that Black Friday was giving discounts on DAI, as people have said, was GOOD (as has been said). They want people to get excited and come and buy the cheap 'super item', and hopefully splash out of another thing they see, or look through the non-friday deals and other stuff, even just realise the world of Amazon exists And It's Christmas at amazon. Not making a profit on Black Friday sales for Amazon could have made a massive sales-splurge on other stuff. I thought Black Friday was god-awful myself, but that's personal.
I think whatever the sales are, and I think they're pretty big, the methods of sale have made a bigger impact than if they had stuck with normal methods. It doesn't bother MS or Sony, as they're trying to go digital anyway. I was panicking when I bought this via PSN, as I thought it was going to mess up badly with the d/l and activation, but then I read, saw and was told that the traders elsewhere were out of stock and other people were missing out, and it macabrely cheered me up.
On the other topic....I played Skyrim and Oblivion on consoles, and I discovered with both that I did little of the main story, but just moved about doing 'stuff' until I woke up one day and though 'Nah. Bored now'. Never went back again. Once I had the best sword I could find or make and made it magical, I suddenly found that NONE of the loot had any point anymore. Fable 3 had a better romance system than Skyrim, and the characters from Minecraft have more personality.
Before I'm slaughtered, I love Skyrim. I enjoyed playing it and thought it was great, until the DLC, which left me in the same state of mind as Twilight and I wish I hadn't bought. I was very worried about it being set in SKyrim, but they gave the game world a really good go. I can't understand that people would claim SKyrim and Fallout were rpgs and DAI not, as it's more capable of claiming the rpg title than almost any other game out there, certainly for consoles....AND I HATE this whole 'if it's not almost impossible to play it's no good' thing too, when all it means is that you need to press buttons at the right time or die (again). I also remember seeing the devs going on about PC for DAI, and their faces lit up when talking about PC controls/graphics vs console. If something has gone wrong, they certainly weren't expecting it to, and I don't think they EVER wanted to make the console versions beat the pc ones.
I'll shut up now. Sorry for going on.