No surprise here. M$ is beginning to squirm because they are not meeting their re-sign quotas for people upgrading from UA to EA License 6.0.
The biggest problem is that Microsoft has not developed a clear roadmap for product releases, so customers don't see a need for things such as their Software Assurance. Without upgrades in the next 2-3 years (at least those that would be considered benificial) Microsoft is a sitting duck for it's competitors (Apple and Linux)