Damn. Luke made it to business insider? What a pr disaster.
I feel bad for him. Some of his answers were not great, and he was not the right person to be talking about that subject (that's Deej territory). But even the guy that gave the Eurogamer interview has noted it's gotten out of hand:
Deej has his hands full with the BWU this week.
At the same time - this is a wholly self-inflicted wound. The absurd digital CE pricing, the needless exclusive digital bits that are different from the bits given to year 1 players. None of it was a good idea and I still can't figure out how they didn't anticipate significant blowback regardless of the messaging.