I think EA wanna prove themselves. So far, with like 5 007 games, pretty much unsuccessfully.
But by god are they trying

They're using the voices AND likenesses of real actors (in EoN - Pierce Brosnan, Shannon Elizabeth, Heidi Klum, Willen Dafoe, Mya, John Cleese, that Japanese chick who is Q's assistant, and I believe Dame Judi Dench is in as M too), they making new stories that have to written with approval by MGM and EON (the production company, not the abbreviaion of Everything or Nothing - which i believe btw was named so delberately

), they use the real life cars, and everything else that comes with making an actual James Bond movie, except no one gets hurt.
By not making Free Radical develop the game, they wanna prove that they are good at making Bond games.