Let's look at it from EA's perspective. Launching a new IP is a bit of a risk, because you don't have the brand name to go off of. So, they look at the market, and see how similar games have done. Most likely, the games they looked at were Alpha Protocol and The Bourne Conspiracy.
Alpha Protocol had mixed reviews, and has sold 700,000 copies on the PS3, 360, and PC since its release 2 years ago. Now, those numbers may not include Steam sales, so I'll be generous and bump it up to an even 1 million copies.
Bourne Conspiracy received mixed reviews, and has sold a grand total of 750K copies worldwide on both the PS3 and 360 combined to date, 4 years after its release.
Looking at those numbers, can you blame EA for not getting behind a game concept that has been tried twice, and failed both times?