From the original article:
"We're telling a story and we have a point of view," EA's President of Labels Frank Gibeau, who leads product development of EA's biggest franchises, said in an interview. "A book doesn't pay for saying the word 'Colt,' for example."
By this "logic" game makers should be able to use people's names and likenesses, cars, books, branded food and so on. This won't work out well.