Thought I made it clear above. They announced they would clarify the ending while also making a big deal about 'artistic integrity', attempting to divide the fan base into a majority and the other "some fans", and criticizing other fans who don't behave properly. They made the whole thing personal, even though its not a personal issue. Simply put there was no need to generate all of the negative emotion and arguing that has followed.
Good Job — "We hear you and are working on a solution. You are important to us. Please give us a bit of time to do a proper solution. We love the game every bit as much as you. Thank you for helping us make RPG history." Or some such.
Great PR people turn lemons into a refreshing, chilled, lemon-aid beverage.
Things weren't nearly so negative at the beginning. Laidlaw gave interviews basically trashing DA:O in favor of DA2. Gaider repeatedly argued with fans. Finally Laidlaw showed up on the forums and did the same.
Meanwhile BioWare actively promoted the idea that fans were divided into two groups; one group that loved the game and one that hated the game. The fan base was "polarized" they said over and over again. Those criticizing simply weren't willing to accept innovation, according to BioWare. BioWare was trying to improve the RPG.
And the true fans followed suit, attacking the "haters" who wanted to prevent innovation. etc. etc.
Hell you could write a book or teach an entire semester course about the numerous ways BioWare mishandled the whole affair. They could have done lots of things short of rewriting and reissuing the game to save lots customers and fans.
Start by not dividing the fan base and trying to ostracize a large portion. Try to bring these guys back; don't push them away. Don't belittle their views as reflecting rejection of innovation, etc. Respect their views. Do something, anything, as fast as possible, to let the disgruntled fans know you care and are trying. etc. etc.
Bring in some of those great PR people who have a track record of turning lemons into a refreshing, chilled, lemon-aid beverage.
EDIt — As to the question of demonizing fans, IMO the following sentence by Muzyka does just that (and I can assure you it alienated plenty of previously loyal and on-the-fence fans):
Why? It's nothing but self-indulgence. Accomplishes nothing beneficial. Why not just shoot an arrow into your knee (credit Skyrim)? What I'm trying to say is that BioWare already had enough problems at this point. Creating or possibly creating additional problems is poor business judgement.
Here's an article by Eric Kain at FORBES
BioWare Co-Founder Apologizes To Fans For The Mass Effect 3 Ending - Sort Of
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