NJ5 pretty much nailed it. I'd only add that trying to make too many blockbusters at one time can only be harmful, as there are only so many dollars to go around. Last holiday was a good example, as they released TWO incredibly pricey, "I need two million+ sold to break even" games in the exact same time period (Mirror's Edge and Dead Space. They also helped with a third blockbuster, Left 4 Dead PS3, but I don't think they shouldered much of that burden save for porting duties, correct me if I'm wrong).
They'd be better served by focusing on a handful of blockbusters (three or four tops) each year, and then using the rest of their resources to make small and modest-sized titles across all platforms. Note that I'm not counting the Sports games under either category, as those are fairly steady sellers that probably don't demand too many resources during a generation, plus you need to make a new one for each sport each year.
Of course, seeing as how EA has absorbed blockbuster stuido after blockbuster studio, changing course like this is impractical, if not impossible, without first shedding a ton of studios and talent. And thus ends my likely-wrong armchair analysis.
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