The problem is, it's not just THEIR booth babes, but everyone else's as well. Read the comments too, if you've the time. I've attached an image of the contest card in case the arstechnica link goes down.
This seems to be behind some of the increased complaints of groping at this year's CCI. Heading up the "take photos with" part with "Commit Acts of Lust" is apparently encouraging some asshats to go the extra mile, especially as it's for a contest. I've seen a lot of pissed off responses, both male and female, including women who've BEEN booth babes and understand that they are there to look hot, sell product, and get their pictures taken. I've seen some call online for CCI to kick EA out and for anyone manhandled as a result of this to sue.