Joel - EA's efforts are disappointing. I'm sure the reasons you listed above are all factors, and there are probably some additional ones as well.

* Who has the time to produce "all that content" (i.e. blogs, videos, photos, etc.)?
* Who has the budget?
* Etc.

I think all of your points and the ones I've added to the mix are easily solved, and ultimately need to be for companies like EA to recruit effectively. Recruiting doesn't get easier (regardless of what people say in terms of a recession) it's only going to get harder.

Companies like EA do have one advantage which is their brand is well-known. And the image of a game company and what it's like to work there is fairly well-known as well (although I remember from a couple years ago the flack EA took for running sweatshops.) Nevertheless, by virtue of being a game company they're already cool, whether they do a good job of representing that online or not. Doesn't excuse them for not doing it ...