While there was certainly a benefit for EA here (getting people to sign up on Origin) I tip my hat to them for giving ALL of the proceeds to charity. Typical Humble bundles have the devs taking a %, but EA did not.
EA gets a lot of hate deservedly, but they also deserve kudos where applicable. For example, they're one of the most progressive workplaces, and EA was voted by employees as one of the best places to work. So credit where credit is due.