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I don't think a single third party developer expected the Wii to sell this well.  It wasn't just EA that missed the boat in the beginning.  Since then they have shifted more attention to the Wii.  

People complained that all EA could do was release cookie cutter games every year.  Well they have done a fantastic job of publishing new IP's recently and it looks like there will be more to come.  It's up to gamers to support their new efforts.