They never had the Star Wars rights before though. When it comes to a fan favorite such as this there are plenty of angles they could of made the campaign from, and it would not have been hard. Sure normally the battlefield story lines are not good, but please name me some FPS games that have campaigns that are masterly crafted? Maybe Halo 1..... but once it came together with the other installments the story fell apart and was not pleasing. FPS gamers don't demand amazing stories, if they did they wouldn't be playing a FPS they would pick up an RPG. The thing is with the Star Wars license and the frostbite engine they could of at the least crafted a good looking campaign, where even if it wasn't masterly written imagine all the situations you could put a player in that would just be superb in comparison to any other FPS game ever.
Monkeys could have put together a single player game with this tech and license that would have people foaming at the mouth. For some unknown reason walker assult has been praised by a lot of people, you don't think a chapter in a single player campaign of that would be so much more epic than the online game mode? There are just too many scenes, environments, and moments that you could recreate that would make the campgin actually feel damn satisfying. Regardless of the horrible writing, and the endless cliche's that we get from DICE, with a Star Wars skin even a battlefield campaign would feel enticing to play.
It's not the story that is the problem, it's that the DICE designers have no idea how to make single player levels and give you a fun experience. Old battlefield campaigns aren't bad because of the story(though that's part of the problem), they're bad because of the gameplay and level design.
There are tons of good FPS campaigns that are masterly crafted. Deus Ex, System Shock 2, DOOM 2, Bioshock, Bioshock Infinite, Halo 1, Turok, Turok 2, Metro 2033, STALKER, Metroid Prime, FEAR, Borderlands, Half Life 2, Far Cry 3, Wolfenstein. And these are just off the top of my head.
I would find it more of an insult to have another piss poor campaign, like every other DICE game besides the original Bad Company. Their team just can't make single player games, they prove it with every release. Better for them to make the multiplayer, the main selling point, as good as it can be.