I think it's rather fortunate that this game was leaked - it may even have been leaked on purpose.
Finally, if the game is good (and it looks like it is), you get the grass-roots buzz and the good word-of-mouth.
So even if this were unintentional, the leak of Sims3 has so many benefits for EA that I don't find it hard to think that whatever they lose from piracy, they probably stand to gain much more.
I can see that. Lots of companies benefit from pirated games, free advertising. I have a friend that works in a developer company (won't say who), and he says they actually did release a game early over torrents on purpose; the CEO was the one who uploaded it himself. It saves time and money advertising, it generates word of mouth, and the game's gonna get pirated anyway, so if you make an astounding game Like Sins, with no crappy DRM, then I agree more money will come in.
Speaking of which, I like to reiterate that DRM is absolutely pointless, pretty much no matter where you go. There will always be ways around DRM, because there is always a way needed to let the consumer play the original, hence, the hole in the DRM. Instead of spending millions inventing new DRM, and getting past the threshold of "Oh it won't work for the consumers either because we made it too powerful," why don't you spend that money on, I don't know, making a better game?
Ironclad's got the idea, no DRM and still sold over 1 million, yes? This is why companies like EA can shove it with their DRM. I'll come back when their DRM goes away. What will you have, the fickle people who sometimes will buy your game, or the always loyal DRM? Hey, at least DRM will pay the bills instead of a chance people will buy your game, right?