Did EA originally plan to turn its bad ‘they’re a 10’ tweet into a ‘marketing ploy’?

You might remember video game publisher Electronic Arts (EA) facing criticism last week for a harmless but baffling tweet sent by the official brand account. 

Piggybacking off a popular Twitter meme format — this person is perfect but (insert superficial character flaw here) — the likely intent of EA’s tweet was something like “this person is cool, but we can’t play games together.”