If your company releases basically the same game every year with a couple tweaks and there's really nothing you can drive a marketing campaign with, you break out the drugs for the writers, and the cheques for big names:
Maybe EA should stop making games like that and instead turn its marketing division into a lucrative movie producer. Stop making games and start selling blurays of full-lenght'ish movies made by that marketing department. I mean, the kind of creative energy and money pumped into something like this surely should be round up as a financial plus rather than a big expense to sell basically just a tweaked version of the same game every year. We all know the people who consequently buy those games each year are going to buy it anyways.
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