Why is it a stupid move? It looks to me exactly like when a successful musician gets his own label, which in a sense it is since EA owns half of it. Now he gets

Why is it a stupid move? It looks to me exactly like when a successful musician gets his own label, which in a sense it is since EA owns half of it. Now he gets even more freedom to play around and, in the end, to get more money out of it. I see no stupid in there.