In effect, they do it for the PR to position themselves as a family friendly organization looking out for kids.

FORBES: Do Video Games Need First Amendment Protection?

Certainly the recent Mass Effect ending controversy, and the clumsy way that EA and BioWare have handled the PR on that front, simply underscores this reality.

FORBES: EA, Bank Of America Top The Consumerist's List Of Worst Companies In America

After poor earnings and a tidal wave of negative PR surrounding big titles over the past few years like Star Wars: The Old Republic, Mass Effect 3 and most recently, SimCity, it appears a change was in order.

FORBES: As Earnings Falter And SimCity Fires Burn, John Riccitiello Steps Down As EA CEO