EA failed. All of the updates and add-ons (Sims 3 store additional content that costs $$ to buy) were uploaded to torrents as well. They think that pirates will still have to spend money on the game. They won't.
It's all in your ways of thinking: The reality of the situation is that someone will aways be able to pirate what you're selling. Okay. Once we get over that hurdle, we can start thinking about how to move forward: you have to compete with free. See, If Company A sells something for $50, and Comapny B sells it for $5, it's pretty common wisdom that A had better have one hell of a good value proposition, as they're charging 10x the price. And if they do, they'll still have customers. Now, let's take those prices and chop off $5 on both sides: Comapny A sells for $45, and Company B sells for free. The same wisdom applies: Company A had better be adding lots of value, because they're charging infinitely more.
Even though EA's stuff _can_ be pirated, it doesn't mean that it will be. If it's easier and simpler to pull out my wallet than pull up the Pirate Bay, the company will get my business. iTMS is a great example of this. High quality audio, reasonable price, no fear of viruses, you can always find what you want without waiting for more seeders, etc. And that's the key. Yeah, it's not that hard to torrent things for us, but what about my grandparents? My parents? My non-technically minded siblings? At some point, your time is worth more than the cost of the product, and that's when you end up paying for things.