The Wall Street Journal has comments from John Riccitiello, EA's new CEO, who has an interesting observation: maybe we should make more original games. "In his first in-depth comments since taking the job in April, John Riccitiello says he worries that the Redwood City, Calif., company and others in the industry make too many games that lack innovation. He says EA and others need both to push more aggressively beyond traditional audiences to court 'casual' consumers and to experiment more with new sales approaches -- outside the norm of selling $50 to $60 discs with 40-hour games that he says few players ever finish. 'We're boring people to death and making games that are harder and harder to play,' Mr. Riccitiello said in an interview." Perhaps looking beyond yearly updates to established franchises might be a way to go too. We've seen EA form a casual studio, re-organize the flowchart, adopt the Wii wholeheartedly ... does anyone see EA actually reinventing itself, or is this too little too late?