EA Sports games has always been "It's in the game" or "If it's in the game, it's in the game." I really didn't see why they changed the slogan of regular games that EA published to the EA Sports slogan.
Now it's "If it's in the game, you have to pay $10 to use it."
Yeah, I know they've always used the "It's in the game", but like you, I am not sure why they got rid of the "challenge everything" all together. Probably because they don't challenge anything any more. Once they got rid of that motto, and changed their logo, they started going to shit.
More like "It's in the game as long as you get the DLC and you have internet access"