I'm leaning more toward the second one. They want their own CoD multiplayer moneymaker so they're doing the most they can to hone in on that.
Honestly I think whoever's in charge has become delusional. Like they have their idea of what the future of gaming is, while being totally out of touch with what gamers actually want. At least their games are pretty.
i personally think EA is trying their damnest to attract all the CoD and GTA kiddies to their games just so they won't end up going bust in a few years