The thing that bugs me about EA is not just the homogenization of the games that they produce under their own label, but how they purchase other gaming companies and redirect those seperate companies efforts to homogenized products as well.
On some level this isn't always bad - let's face it, Star Wars Battlefront is essentially a SW skin of Battlefield 1942; it's still a great game, in my opinion - but when it is repeatedly done to many different IPs with repeatedly disastrous results, it begins to bug me.
Prime example is the C&C series. Not only did EA manage to badly damage the series' style with the heavily Warcraft III-inspired Generals, but after partially restoring faith in the series with C&C3 - you'd think they learned their lesson, no? - they proceeded to again attempt at mimicking another successful series (Dawn of War II this time) and again produced an incredibly bad game.
Think that covers it? Nope. I dunno how many of you have played C&C Renegade, but as originally conceived it had a much more commando-ish theme about it - more emphasis on sneaking and overall strategy. When the developers faced legitimate production delays, EA came through and insisted on a total rewrite. The result is some sort of weird hybrid of Doom, Serious Sam, and Halo which was frankly only interesting on the multiplayer level.
tl;dr - EA seems to consistently operate under the assumption that if a series is successful, then it is the core concept - not the series in question - that is responsible, and that this core concept can be easily transplanted into any other series of superficial similarity. This is, decidedly, not true.