Eh, EA's probably feeling the financial hurt recently from a series of heavy-duty titles failing to meet their expectations. Origin is wobbling on the "at least it's better than uPlay" front, Crysis 3 sold horribly, Warfighter was a bust, SimCity was an utter fiasco, Dead Space 3 didn't do as well as they'd hoped, Mass Effect 3 got slammed even though it sold well, I don't think the recent Army of Two did all that well...
I think their only titles currently not either failing horribly or being hated by all and sundry are their diminishing-returns sports franchises and Battlefield, so they're probably trying to abuse that supreme court ruling that games are a form of protected speech to save some money.
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