The two problems I see with your analogy to books is that books don't have an ongoing cost for infrastructure maintenance which online services do. I wouldn't put it past EA to figure out the cost of services provided with a game diminishes over time with one owner, but if someone new were to pick up the game and start playing then they would be incurring a heavier system load than originally forecast.
Book publishers also generally aren't trying to recoup $50-100,000,000 development budgets.