i think they have right strategy but just are flat out not executing. they had this xmas with no good game, tablet offerings are ok they have yet to have a blockbuster. they buy a one hit wonder studio that doesnt make another for absurd price. to me they should leverage the console ip on tablets make mini games that tie into each other. like a mass effect on tablet game would unlock special items on the 360 version or something to that nature to do some cross selling.
this holiday they had no top 10 game. medal of honor didnt do well. im excluding sports games cause they are there every year but are not that profitable after they pay nfl license etc. dead space 3 and simcity should do fairly well for this winter.
New consoles take a while to pan out. This is where EA should be making the big money, when the consumer market is saturated with the current gen of console owners.
I agree with you that digital is where its at. Margins are better, distribution is better. Also, sad to say, but I think the console market is fading away. (For the time being at least).