Ok, apparently nothing set on stone, but it seems they'll let EA handle online distribution. :/

You have your catalog on there, but in terms of newer games - Activision put some of that stuff up there, but EA often goes for the EA Link thing; but also, Valve is working with EA Partners, so it's kind of a big weird soup.

JC: Right now, we are looking at it - for Rage - as the consoles are the most important "legs" that this project is on. It's definitely shipping on PC as well, and we would be willing to entertain different distribution notions on that, but we would probably leave that up to EA's decision on thereabout.

They're the publisher, and they're going to pick out the best way to get this out to the most number of people; and when EA decides that they think that it's going to be better to cut some deal for electronic distribution, and possibly avoid retailers, or whatever, we'll probably take their advice on that.

http://www.gamasutra.com/view/feature/3751/quelling_the_rage_carmack_and_.php?page=2