Heroes of Dragon Age; I just don't understand EA's mobile strategy

As a big fan of Dragon Age (yep, I even enjoyed the second one), I didn't really have a choice; when I saw that EA had released Heroes of Dragon Age on to the iOS App Store, I immediately downloaded it.
After playing for an hour I deleted it.
I don't have a problem with EA putting the investments that it does that it does into mobile market, in fact, when EA does a good job of it I more than welcome it - FIFA 14 is ace on iPad and Real Racing 3 might be laden with microtransactions, but the racing itself is compelling.
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