Well, I always said that EA & Microsoft were money hungry. EA, I swear, will end up publishing/owning most of the games I will see in a few years. It's times like these I'm glad they don't publish SquareEnix games anymore...
Although like everyone else seems to be, if they don't give in, they'll probably find themselves being forced to. Or as I like to call it, being offered so much money they simply can't say no.