The launch of Will Wright's Spore is still over a month away, but John Riccitiello is already considering whether consumers could be charged for extra content in the future.
Speaking in an investors' conference call, the platinum-coiffeured EA boss said he'd be keen to "monetise, if you will, body parts, plant parts, car parts and planets as a way to generate incremental revenue on an installed base of several million active users".
"But it's a little bit like pool," he continued. "I'm afraid if we spend too much time setting up the second shot, we'll miss the first shot."
Spore is launching in Europe on September 5th and in the US two days later. As you'll know if you've read our extensive previews, we reckon it's looking good - and Riccitiello agrees.
"I would love to imagine that two years from now or a year from now the debate is whether or not we need a 'Spore' label inside of EA," he said.
But at the moment, "It's all hands on deck to make September 7th the event that matters."