Bioware gets more money, more of a talent pool to pick from, clear direction from a profitable company. What they find out afterwards is that they are now required to push out inferior products, the talent pool is outsourced and bad, (see pvp armor) and the direction most likely goes against what they initially wanted to do.
To top it all off, it tarnishes the name of the child company, while EA until recently has gone unnoticed, simply being the "publisher". They just use good brand names to push product until it's useless, then dispose of it.