EA's sale is actually quite the clever business move. The publisher had a "record-breaking quarter on iOS" with a similar sale last year, which basically involves the company dropping the prices on its games right before Apple "freezes" the charts from Christmas to New Year's. This helped EA hold 14 of the top 25 paid apps for the iPhone and 15 of the top 25 paid apps for the iPad last year.
In short, when everyone opens up their new iPhones, iPod Touches and iPads on Christmas Day, they will have a plethora of deeply discounted titles greeting them in the Top 25 from the mega publisher. Because, if it's popular, it must mean these are the best games, right?