Navagon: That's true. EA has to run everything into the ground before it gives up on it.
taczillabr: They already did Mass Effect for the iPhone... and stated that they'll continue the franchise after ME3. That's EA, really.
Is that really any different than the majority of companies in the entertainment (not just gaming) industry though? I can think of several examples off the top of my head:
Star Wars Episodes 1 through 3.
Indiana Jones and the Kingdom of the Crystal Skull. *shudders*
How many freaking Everquest games were there?
Final Fantasy.