I don't have a problem with the gateway-gaming idea he's positing per se, but with "dead guy from cupertino" he couldn't have sounded more ignorant and douchebaggy
Also, what he's essentially espousing are short, easy, cheap games. Not something I'm entirely sure EA are actually making themselves -- on the one hand you have things like FIFA free to play on mobiles, on the other you have their ridiculous full price legacy editions. They've got a handful of mobile games cashing in on a few franchises (real racing, simpsons, sims etc) and then the huge bulk of what they're investing in is AAA Frostbite 3 games. They're saying one thing and doing a lot of other things IMO. So really, I read quotes like that and just think 'bollocks'. And I've no idea what he means by 'single fabric of play'.