You see, this is not the point. Everywhere, there are problems. People who take time and effort into solving this problem is not homogeneous to people who take time to solve, say, world suffering.
We are solving problems one by one. you can't call a biochemist to create a new structure. You call a architect. People who are trying to gain resolution to this have all the right to do so.
Then, it is you who is the issue. You can't tell people to "channel their energies" to other things, that would be imposing values they don't hold onto them. This ending debacle conflicts with the values they possess: thus they band together to solve this "problem".
Haiti and thus are problems beyond us. Donate money you say? that is simply taping a leaking water pipe: you need to replace the pipe, not patch it over and over again.
Unemployment? are you telling Bioware Social users to create companies and create jobs? Doesn't that sound nonsensical?
Telling others to shut up about their problems just because there are other problems in the world isn't valid. This is a game forum. They are well within their environment and circumstance to complain/campaign about what they are passionate about however they want. It is only up to the others to judge, like you have.
Clearly, you are the one who is taking this assumption too far. I say, let them campaign, let them sue. EA is indeed becoming a very inefficient engine of a company. Look at their games. It's a prime example of the lack of motivation to innovate. I quote from EA "we will continue to make games that 300 million people over the world enjoy". This was meant as a dismissive taunt, but as it was in response to their winning of the worst company of the year, it backfired, only making them sound indignant and arrogant, like that bully who failed his end year exam horribly(I don't like pickles on my burger, by the way), only to wave his marks in your face and saying:"I'm still stronger than you."
Telling people to "desperately move away from the game" and to "move on" as this is a "trivial matter" is wrong. Everything is important. This is a revolution. Imagine a day when gamers have a right to protest the butchering of their game-story, a right to stop big companies from lying about what they promised to the gamer. That whatever big gaming companies say is as accountable as what a bio-research company announces in the form of cure advancements.
Our world is expanding. Video games are only going to reach more and more people. EA is already beginning to show up as the World Bank of gaming, big as it is. We do not want games to stagnate and be on the whims of a few. Imagine how destructive it would be if video games freely promoted accepting things as it is, that one has no power to change it.(Then, wouldn't everyone be a mindless drone? Only doing what is socially perceived as "safe)" Mass Effect 3's ending is one such example. You had all the choices up till the end. The end just shoved the fact all your efforts are futile in the grand scheme and tells you that the 3 options it presents you with are the only ways out. Ironic, since you talk about problems bigger than video games. Mass effect addressed huge issues also, compassion, empathy, relationships and prompts the player to think-- that is in itself wonderful that a game can achieve so.
Don't think of Retake mass effect as a fanboy-ish care group. Instead, think of it as a organization of like-minded problem solvers. Of course, when you make things public there are bound to be less intelligent and more passionate/emotionally blind people that rally to the same cause, but everyone plays his part, for better or for worse. The ideal behind the group is a good one:standing up for what is deserving, for what is right. The motto "hold the line" only enforces the idea of a resolute but reasonable approach to the problem. Don't take the "vocal minority"(as entitlists like to say) of the group, to judge the majority.
Long post short, don't impose on others, but rather consider their standpoint and motivations. Then see what the issue's big picture is really about, which is what Bioware in all their "artistic integrity" always emphasize.
Oh, I always bit*h about Bioware's artistic integrity, so here it is: Man, all this art crap..... My teacher in kindergarten always liked my art. In a condescending, "I wanna go home now" kind of way.