It's amazing how people can get so worked up on labels and on marketing talk. Of course the EA guy will say ME3 appeals to a larger market, it's his damn job, what the hell should they do, tell the executives that no, sorry, our goal is to sell less because we are cool like that? Try to have a minimum of perspective here people.
I also grow really tired of all the talk about keeping the RPG in Mass Effect. The series never was a good RPG. The first game had a flawed dialog system (and so does the second, even if it's a bit improved, but it needs a looking at imo), the inventory was bloated and made no sense in-universe (apparently every single person in the galaxys runs around with better equipement that super-badass space captain Shepard) and the level up system, after level 10, made me do 1% more damage per level. Yay? Point is, while ME1 did have lots of RPG elemrnts, they were neither strong nor essential, and that's why I am not opposed to *gasp* streamlining them. The Mass Effect series being a shooter with light RPG elements is perfect for me. Of course, more customization, more ways to play and more meaningful stats are always welcome to differentiate it from other shooter, and it's what we have been promised so far, so...
And to the people bringing up DA2, that game had less developement time, suffered much more from lack of polish than from lack of RPG-ness, was made by a different team, and sold much less than it's predecessor (and I am certain that last point was at least partially why they pushed the released date when they saw that such an unfinished product didn't sell very well).