The mainstream games industry is pushing harder and harder for social features to be an expected part of any major entertainment software release.
According to EA CEO Andrew Wilson, social networking is just as important to games as it is to Facebook or Twitter. A bold claim, but one that's part of a concerted effort to normalize the push.
Ultimately, however, it's a long con. "AAA" publishers want more social features because they make money, plain and simple. It's yet another way to rake in cash not just from whales, but from so-called "super whales" as well.
Because no amount of money is ever enough.