Seen it? I've been to open sessions at GDC with EA managers, discussing it. Another time, EA reps came to do a presentation at my college and got pretty grilled by students about it. I was graduating at about the same time all that was going on.
Things seem to have changed since then, though. The alpha schedule for this cycle is roughly equivalent to what they've had at the film studios I worked for. I was pleasantly surprised, considering the expectations I'd had going in.