Thomcult: EA's brand perception has suffered in recent months and years due to a miscommunication of its intentions in the industry. Not least because it has garnered a reputation for producing sub-par games with no other selling point beyond the fact that they're attached to a larger, more successful IP. The reputation EA has subsequently developed as a big corporate machine churning out low quality games, making a mockery of the medium, was further muddied by its seemingly bullish attempts to acquire Take-Two (and the whole ordeal that followed).
Of course, we're dealing with perception and image here. Like all big publishers, EA has a very wide and varied portfolio full of many original and licensed IPs. Invariably, some are better than others and some do unashamedly sell based on their association with a movie, sport or whatever. That is no reason, however, to brand EA as a bunch of would-be media hacks sacrificing integrity and creativity for the sake of the bottom line.