Yeah the problem here is "doing a bad job". This is the problem with a lot of things. Everyone wants to analyze the shit out of everything when it's just simple. If you do a terrible job you fail. If the organization under someone's leadership does a terrible job then, almost certainly, they were terrible leaders (and/or were constrained in what they were able to do; regardless, somebody was a terrible leader. I'm certainly inclined to think it was EA).