Inclusion of dynamic bots was always a neat idea. You could pull their metrics and bullshit the EA executives for future studio funding, which is a perfectly valid business survival strategy, IMO.
Sticking to Frostbite could cost them the studio, though, that was fucking stupid and smells like executive overreach. These days EA are good at getting kids into gambling and that's about it.
Maybe they just didn't have the budget to onboard a bunch of UE SME people, which is a shame.