The longer they wait to launch Firefight, the less relevant it becomes. EA has put themselves in a position now where the odds of all the money and effort put into Firefight being wasted increase every day it isn't out there, but they'd be at least partially cannibalizing their own hit game by releasing it too soon. I imagine what happened was that EA figured they'd greenlight two separate BRs and then kill off/let die whichever one was less successful. In retrospect, hedging like that was a really bad idea. Not that they could have predicted how quickly Apex would catch on, of course, hindsight is just 20/20.