Hmm wonder is any ex-Microsoft execs work for Dice.
Nah, not especially likely. The Dice Beta crap is all pretty standard textbook plays. The users don't know what they want, so we'll give them something they don't yet know they want. And when they complain that it "sucks" or is "too different" we'll tell them, "Give it time, you're too stupid to know what you want. You'll get used to the new status quo soon enough."
Same for Unity, Gnome 3, and any other software project that is widely derided by users as crap, but the devs keep plodding on because the users are stupid to know how much they really want whatever crap they're peddling.