I'm in a profession where long hours are the norm also, IT in the Military. What makes all the difference is attitude and camraderie. That's the problem I have with a lot of public companies, some of those in managerial positions have no business trying to manage human-beings.
If you're going to work people like that you best have them molded into some sort of team to support one another, and have your tail in the fray with them. Have a couple of nights in there where they can just blow off steam and not work at such a blistering pace. And the ultimate carrot a couple of nights off! It's amazing the payoffs you get from treating people like -well- people.
If that is true EA is clueless and it's only a matter of time before this practice bites the whole industry in the arse.