Keith Munro from EA's Marketing division is quick to say that developing four games simultaneously is in no way a result of the economic crisis, stating that work began "long before" the crunch began. "This isn't about quantity, this is about crafting different games for different audiences and their unique tastes in the driving category. I would say that our strategy is the inverse of milking; it is an intentionally non-traditional approach."
We're not sure exactly how "inverse milking" works, but it sounds quite uncomfortable for the poor cow in question. This seems a lot like regular franchise milking, though we'll reserve judgment until we get to see all four titles in action.