Given the oft-mistaken view of Electronic Arts' as one of the industry's two evil empires (with Microsoft being the other company to hold the dubious honor), many gamers and industry specialists were quite surprised when id Software named EA as the publisher for their upcoming Rage FPS. Despite the view of EA, many were surprised due to id's longstanding publication relationship with Activision, who has published a number of the independent developer's most notable titles.

When asked about the publishing deal with EA during his QuakeCon 2008 keynote, id's famous lead engineer John Carmack smiled and said not too read too much into it and that, essentially, business was business. Carmack explained that id had shopped Rage to a number of publishers three different times. Each time, publishers such as Activision, EA, and Sega had been impressed and had offered high sums, but id had chosen to do more work and come back later with another pitch. Carmack noted his contentment that his company was one of the only independent studios who could afford to take such a position.

After reaching a milestone dictating the game could be sufficiently shown, Carmack asked all potential bidders to come forward with their final proposals. The result: EA won, plain and simple. Carmack made a special point of noting that the publishing deal only included Rage. EA could very well be signed to publish Doom, but id will likely repeat the bidding process with that title as they did with Rage.