Basically, what he's saying is:
"The Cocaine trough is empty and we need an absolute crapload of money to fill it again. Because we've made utterly moronic decisions over the last few years desperately trying to be Acti-Blizzard, our slush funds are all empty too. The only even remotely AAA title we have in the works at the moment is Dead Space 3 so it has to bear the burden of pulling us out of the red"
And seriously, you morons who think the publisher gets 50% of the sale price (I'm not even touching the idiots who think 100% goes to the publisher... sheesh), you really need to look up some very basic principles of business.
5 million sales equates to about $135 million to the publisher, the rest goes to the stores. They've already paid for the game to be made when they green-lit it however many years ago that was, so on DS3 have probably been sitting at -$25 to -$30 million for a year now. Assuming at least as much spent on marketing (and yes, you DO spend that much if you're EA) means EA are looking to be $50-60 million out of pocket before a single copy hits the shelves. Going by other industries, you'd want to at least match what you've spent in profit, so they want to make $50-60 million on top.
The rest is greed and covering for their poor practices elsewhere.
