The shift in the market that EA is referring to is not a shift in what players want, it's a shift in what the big game studios like EA Games want to produce. They have figured out that there is a large group of gamers who do like to just play online multiplayer games, and those kind of player vs player match style games are a lot cheaper and easier to make. I, like many other players whose comments I've read on here and on Reddit, do not play the kind of online multiplayer shooters that they want to focus on. I have no interest in just running around a map shooting other players in the face. I want a single player story that I can immerse myself in, and a game that does not require internet and is not subject to the availability of a game company's servers. There are other game studios still producing such games, and they manage to turn a nice profit. EA just wants to make only cheap player vs player death match style games, and monetize them as much as they can get away with, because they don't care what players want, they only care about maximizing profit and minimizing effort.