Any ally is a good ally in the fight for LGBT rights. I despise EA, but this is good to hear. They have a shit ton of weight to throw around and I'm glad to hear they'll be throwing it at someone that deserves it for a change.
Call it self-serving if you want (and it very well may be, but who cares?), but this also has the potential to hurt their image as much as help it. It may be the 21st century, but there are a staggering number of ignorant people still out there. Look at how many people got pissed at Nabisco.
To celebrate this, they should really get on that whole "same-sex romances" thing in the Old Republic...