Here's my guesstimate of what happened:
1) Analyst in EA says, "BioWare needs more visibility. Social network is the main venue of marketing, have them concentrate 100% on there. Do they still have the forum? Close it as redundant."
2) Message gets transferred to Bioware
3) BioWare decision makers give the message to community PR manager, say "Put a nice spin on it."
4) PR manager decides to use a common spin, "We're doing this for you."
The top error in this is, that social media isn't really a good marketing venue except towards young and/or inexperienced people, who are easily hyped and deceived. These venues are not good for marketing in-depth games. BioWare will, in turn, alter their games to ones which are shallow, and are estimated to make quick profits. Long-term product support won't be in the cards.
What is forgotten here entirely, is BioWare's earlier reputation, and average gamer age: well over 30 years now. The profitable trend is not towards shallower games, but rather towards games that connect well with long-time gamers who already have life-experience. Proof of this lies in the great success of Kickstarted remakes of thoughtful, classic titles, emphasis on crafting, survival and roguelikes with complex, realistic gameplay mechanics, as well as Kickstart's myriad of shallow failures. Early-access has been the cop out strategy in game depth, and it's receiving increasing criticism.
As this isn't taken into account, I wouldn't be surprised if in 5 years, BioWare had become a full-time cellphone & Facebook game studio, with less than a third of the staff it has now. It bears no mentioning how badly this will clash with their earlier reputation, and combined with staff platform inexperience plus demotivation - be terrible for their efficiency at turning a profit.