User blog comment:Temporaryeditor78/maximizing war assets w/o multiplayer/@comment-5378923-20120807095805/@comment-1388547-20120807201554

Well, to encourage people to expand beyond ME3 SP campaign as originally sold, at least. That's only 70 TMS extra necessary, at most, which is, what? One MP character promoted, or a small amount of additional assets resulting from previous games, or perhaps (speculation here) extra war assets from coming single-player DLC? It might be a way to encourage people to get more involved in the game, but I expect that in practice most people who care about Shepard living through the ending will already be sufficiently involved in other aspects of the series that they won't have to go out of their way to get the extra EMS.