So then I guess DICE didn't have the ballz to tell the big dog(EA) that they already had enough on their plate? Because they are getting whipped like a red-headed step child over on the moh EA forums.
I really don't think anyone expected this to succeed. Most developers probably already know how a game is going to be received. Given the low piracy rates for consoles they're almost guaranteed to turn a profit on any kind of shovelware.