It looks like Electronic Arts wants to go head-to-head with Steam - or at least save some money by avoiding Valve's digital distribution platform altogether. This morning the company dusted off its Origin label (you know, the company founded by Richard Garriott) as the name of a new digital distribution service. EA is calling Origin a "direct-to-consumer gaming platform where consumers can find, purchase and download all the best content from EA." Origin launches today with more than 150 games. In the months ahead, Origin will be the place to purchase and download exclusive limited edition copies of EA games, including Battlefield 3 and FIFA 12, and content from EA Partners including Alice: Madness Returns and 38 Studios' Kingdoms of Amalur: Reckoning. Later this year, digital downloads of Star Wars: The Old Republic will be available exclusively on Origin.