This is the entire point. EA made a deal with Microsoft, who wanted to give the finger to Sony and PC players. EA gets paid, Microsoft gets a head start, welcome to capitalism.
I understand Microsoft wanting to flip the bird.
But why does a 3rd Party allow themselves to be used to flip the bird? Of course $$$. That's a duh. But if their customer base is split across systems, all they are doing is telling those customers they don't want your money.
An exclusive game with exclusive content, no issues. A varied system game with exclusive content or timed exclusivity is contrary to logic and customer relations.
It's like if BMW sold cars in Alaska, but then told Alaskans we don't ship parts to Alaska, you have to get serviced in California... but hey, you are a valued customer.