EVGA, a company that sells graphics cards based on various NVidia chipsets, is launching free game servers for several popular games. This is actually an ingenious marketing strategy, as it will:

a. Encourage people to buy the games (thus benefiting the publishers, who probably have deals with EVGA)
b. Encourage people to buy graphics cards that can run the games well.
c. Encourage people to buy those cards from EVGA (general goodwill + brand awareness).

It will be interesting to see what happens to these servers as the games age, however. Will they constantly swap them for the latest games to encourage continuing game and card purchases? Only time will tell.