This move though has some good things going. Historically, retail chains like Walmart, Best Buy, etc. have forced game publishers to not sell the digital version of a game at lower price than retail. If publishers like EA can shake these retailers' power off, they could (in theory) sell their digital games at a cheaper price even on release day, as it costs them a lot less to distribute.
Another good thing is that publishers have historically shied away from rated 'M' or 'AO' (Adults Only) games, or have forced development companies to cut things from their games to lower their rating, as chains like Walmart just don't sell those. Again, by reducing the power of retail, publishers might be able to start selling more 'mature' games.
But this is all in theory of course.