Could be a "realignment of priorities", could be lagging sales, who knows? What I do know is that I've actively started avoiding EA games. I'm not a hard-core gamer, so I don't get terribly passionate about the actual and alleged sins of EA. But I think Battlefield 3 is going to be the last EA game I buy. Without going into a long spiel, it just feels like they're not satisfied with my $60 and make it too obvious in their grab for more. They're not the only ones, but they're the first ones I noticed and they continue to be the most blatant.
Add to that the problems that so many of the games have upon release. I know Battlefield 3 had problems, and then there's the well-publicized Sims. Everyone I know that plays Madden complains every year when a new one comes out (yes, I do question why they continue to buy it). Perhaps I'm not the only one considering how badly I want to play a game when I stand a good chance of being frustrated with it at the start. Maybe I'll go outside instead. :-)