EA's move was strategic, of all the looter shooters out Destiny has the most engaged community.
The lore masters. Byf and Myelin average some 200k views per video.
Guys like Datto, Blessious, mtashed, nkuch, Mr fruit, and so many big Destiny "content creators" and streamers - even fringe guys like Lono from SNTR were flown all over the place by EA, because a they have a captive Destiny audience, the same audience that is invested.
So as a destiny player, my ENTIRE YouTube feed was literally taken over by Anthem, every single destiny creator that I followed had somehow been body-swapped with their Anthem-pushing doppelganger.
Even ign's fireteam chat podcast has been replaced by Freelancer chat.
Even though bioware denied it when they're asked if their game is going after destiny, EA thinks otherwise, they've been surgically striking the Destiny audience for what feels like months now.