I'd be more inclined to believe that EA was some sort of troll mastermind when it comes to advertising if not for Activision consistently beating them out for five years now and their efforts to capitalize on the Wii falling flatter than non-casual devs who don't even bother with it.
There may not be such a thing as bad publicity, but publicity via controversy and "normal" viral marketing only goes so far. If they seriously have an executive in their marketing department saying "We need to play this entire thing viral instead of spending money on actual advertising which is proven to be the most important influence on sales," he and whoever hired him need to be fired.
And frankly, I find it far more likely that "We expected no controversy" is ignorance, not cover. Or are we still pretending that common sense is actually common?
NOT THE BEES! NOT THE BEES
THEY'RE IN MY EYES AARRGRHGHGGAFHGHFGHFG!