This post on another forum explains it very well.

"EA is running a campaign to stop bigotry (funny stuff, eh?) with some site that is essentially an ineffective circlejerk (think internet petitions, circa 2007).

EA is trying their best to pin any sort of distaste on their latest games (particularly Biowares) from a few people going a bit too far with their personal agenda. In order to compete with the small minority who actually are homophobic and displeased with these games, they've started this big stink over yonder. Their goal is to get 75,000 people to support their campaign.

However, very quickly it's been noticed that EA took it upon themselves to stuff their supporters with the aid of bots. Don't believe me?

Refer to this image and this one too

Humorously enough, after EA initiated this campaign, a rival one sprang about who "...seek to make it known that EA is hated for its business practices, NOT pro-LGBT features in games." If you feel inclined to, do support them, it's free no less!

If you'd also like, you're very welcome to side with Roland from Poland or Eden From SwedeJAVASCRIPTERROR{2} if you so please. Or ignore it completely!

Excuse me for any sloppy writing, I haven't slept in about 12 days. I'd love to hear all your thoughts on the latest debacle from our most hated company."

This is a new low for EA.
Just a few weeks ago we got a former EA employee explaining he was payed to troll on forums.

I agree, why are there people posting from North Korea? Impossible.

FAKE!

umm what proof is there that EA is behind the bots?

Its the geth but honestly man get some sleep.

what proof is there that zarx is not being paid by ea to defend them !

I could think of worse things EA could be engaging in ^^

oh I'm defending them as such, I wouldn't pu it past them to do it. I just want to know why people think that it is EA that is using a bot. I mean the first group that springs to mind that would do something like this and then blame it on EA would be 4Chan, but I bet someone there would have put the effort in to add some peice of evidence like the bot originates at a EA ip adress etc. 

I wish I was being payed by EA tho, anyone know where I would go to get such a job?

While I'm not a fan of explicit political messages in games, I haven't seen many explicit GLBT themes in games because (for the most part) you have to play these games in a particular way to trigger these themes; and it doesn't seem political because they seem to be there to provide natural interactions for people who are gay. Although there is probably a religious minority who are upset with EA for including these themes, I think most people are upset with EA for abusive business practices.

With that said, I wouldn't be surprised if it wasn't EA who produced the bots. A friend of mine (who is also a developer) is a pretty dedicated environmentalist and was volunteering for a local environmental group; for awhile he aided them by producing web-pages for their different campaigns and he quit because he was asked to update software they were using to manipulate online polls and petitions because the sites they were bombarding introduced anti-spam measures. While I have no proof, I wouldn't be surprised if a similar "gay-rights" group decided to throw their bots at EA's petition to get the result they want from it.

This is not going to end well... I bet the better ending is going to be DLC.

Past history. One of the pics explains how they've done similar marketing in the past with Dante's Inferno.