Here's a theory. Facebook and Zynga have introduced the idea of playing games to hundreds of millions of people who would never have touched a game otherwise. These people have now started to realize that Zynga games are not really games (see Zynga stock price and player numbers) and they are looking for something new and better. And EA tries to provide this new experience by creating a game that is somewhere between FB games and oldschool games. Financially it makes perfect sense to cater to the new FB crowd instead of the old fans. The old fans are a minority and they are very difficult to please, as we can see in this forum