Rebuilding assets to conserve RAM doesn't necessarily mean downgrading them. If they had an inefficient data structure for the assets originally, reworking them (eg. finding a way to combine two attributes into one texture instead of two) could save a notable percentage.
I agree there are more than one way to achieve the same result.
But it sounds like the focus is to bring the ps3 version on parity, not makes the 360 version better.
If it makes sense for EA to offer an similar product on both machine it hurts more MS than Sony.
It's becoming more a marketing/business conversation than a technical one ie how dev teams manage the technical difficulties (good one paul ...

) and which effects this will have on machine perception.
If optimisations make the ps3 50% better and 360 version marginaly better then somebody didn't do its homeworks properly or EA has already maxed out the 360...

Again it makes sense from a business point of view seing the despair of ps3 lovers every time eurogamer comes with a new article on that matter.
My concern is not game should be better on this system and not this one, *** rules etc.
It's like GTA4, some stuff doesn't add up for me, ok rockstar have to make the game run on both the arcade and the pro SKU, ok.
GTA4 is rumored to have more pop up on the 360.
For me there is something wrong.
rockstar could have did some downgrades on the 360 to allow the game to run on the arcade sku BUT with the same downgrades the pop up issue should easy be improved on the pro sku (some shows that caching on the HDD is more than trivial on the 360) as the ps3 has no advantage against this sku.
From early in the development the game has mostly been shown on the 360, it's possible that they invest way more time on the ps3 rendition and at the end of the day some decisions that bring good result on the ps3 should have been adressed in a different way on the 360.
Once again the 'it's good enough on the 360" seems to have hurt.
I don't imply that the game has to be better on the 360. But in regard to pro sku and 360 memory architecture, if the game had to suffer from draw back on the 360 I wouldn't have putted my bet here (more pop up).
Anyway I won't cry or anything as I still don't own one of these systems, I still have the choice
But I feel that this hurts MS as the PS is still percieved as WAY more powerful than the ps3 and the top team MS owns doesn't seem anywhere near to achieve what Sony's ones are up to. The 360 will look more and more and as an already maxed out/non future proof system (add to this all the blabla going on about the optical format and it's easy to see what the average costumer could think).