If you check the articles that are coming out now and the timing this looks like a massive astro turfing campaign by Electronic Arts. There is currently a major backlash to the reaction of the ending of Mass Effect 3. Which is essentially unfinished, and appears to have not been intended as the original ending. It is being speculated that this was caused by a EA deadline that comprimised the core of what purchasers of the game were promised.
The Mass Effect 3 game play experience is really well done, but in the last five minutes of the game it appears that EA forced a deadline on BioWare that essentially destroyed the ending sequence. Either that or their writers were willing to spend hundreds of hours writing back story and then finish off the series with the writing technique and plot development of a beginner who invested five minutes developing a Deus Ex / Matrix type ending.
Mass Effect 3 has always been about choice. And that of the literally dozens of major choices and hundreds of minor choices you make in games 1, 2 & 3 would influence that outcome in grand and hugely diverse ways.
None of that is the case. Irregardless of your decisions, at the end, you pick from options A, B & C. Options A, B & C are essentially the same, with slight texturing and light filter changes throughout the majority of the content. In comparison to Mass Effect 2, or even 1, whose ending is much more open (and fits within the context of the story).
I have read about 50 or different community rewrites of the ending, and each one is better than the one released in the final game. In comparison, the in game content literally contains some of the best background writing and dialogue I've ever seen. Which is why, up until the ending of Mass Effect 3, many of us considered the series a herald of a new form of literary epic being expressed through the emerging medium of video games, not just another third person shooter with RPG elements.
Many players have invested over 50 hours over the course of the three games, and many, including myself were driven by the storyline and character development. BioWare promised us we'd have the opportunity to save or destroy the world, make life or death decisions. And we got that, during the game play, but the ending? The 5 minutes of cinematics to close the chapter and finalize their accomplishment? Absolutely horrible.
So horrible, in fact, that the game play and background story, the art and comics all point to a very different ending, instead of this rushed monstrosity that some (read: out of a sampling poll of 40,000 purchasers, 90 percent would like a new ending patched.)
All I can say is that I and others will be boycotting EA / BioWare games. If you assume an average of $60 a game, multiply by three, include DLC micro-payments and merchandise, the 50+ hours (for all three games) and the time invested trying to convince our friends to pre-order, we all deserve better.