Because the Tali sweat wasn't enough, they really needed to start this whole "ride the bull" thing...
You know... that's something that has really irked me.
Imagine if Bioware had endorsed a campaign like that for one of the female characters of their games.
"Leliana prays on her knees..."
"Steal Isabella's booty..."
"Have Josephine scribble your quill..."
These would have been in incredibly poor taste, been frowned on by Bioware and would have been (appropriately) labeled as crude, disgusting and blatant sexism. But because it's a guy... it's funny, I guess?
The same thing with the Bioware Twitter account re-tweeting a picture of a shirtless Cullen on a horse with the text "Unnnnnhhbhhhhh." If that was a Tweet of the infamous Mass Effect Miranda... "pose" shall we say... with a similar caption, it would have been ripped apart by people for being blatant exploitation of women. But because it's a shirtless Cullen, girls (or guys) are allowed to treat it as a sexual object that is totally fine to oogle and drool over.
More reason, to me, they should just cut that cord. It's clear to everyone the reason why they do these romances isn't for storytelling, but for blatant sex appeal fantasy service.