Actually I'm starting to wonder if that's all part of a viral marketing strategy. I mean, they obviously knew how much they'd piss the PC-nerds off with the "start"- and TV-thing, not to mention the fact that they don't use any of the stuff those guys paid hundreds of bucks for (tesselation and...well...tesselation)...
So why do that? Either they genuinely don't care about the PC market anymore, but then why release a PC version after all?
Or they wanted to create buzz. And hell what an amount of buzz they created!
Well played, EA
We'll see how it worked in the sales-figures...