Thats the PR spin. If EB purchases the games, they are purchased as far as Activision is concerned. They are stating it (and everyone does) from their own perspective. Think of it this way, if you are selling apples and some vendor comes by and picks up 50 apples, as far as you are concerned you just sold 50 apples...what they do afterwards is no concern of yours. Its a weak analogy, but what can ya do?
But its good of you to read through the hype! Never trust what you read! </conspiracy>