People are exaggerating this situation to the extreme. There might be an issue here, but so far what exactly that might be is up for debate and questioning.
Did IGN tip EA off to their prediction? Did EA pay off IGN to make them "predict BF4 as GOTY"? Such accusations are indeed quite bad for both of those parties -- if true.
However, the comment could also be nothing more than the work of an engineer who was told to test out P.R quotes/comments, and how they'd work on the website -- and chose IGN for fun.
Perhaps IGN simply asked EA for some additional PR material, or an interview, or some more information on the game cause they are making an article where they declare BF4 as a potential GOTY candidate - which EA then proceeded to code into their website so they could put it up as fast as possible after IGN launched the preview.
It does appear suspicious, but it could really be any number of things -- and outright assuming something is no good.
Gaming journalism is currently getting a lot of flack -- we want them to be more critical to the things that matter to the consumer, to be more honest and open, and so forth, but if we suddenly start assuming things about them that might/might not be wrong, instead of paying attention and focusing on the aspects of gaming journalism that actually deserve to get flack, and are true, do we deserve better journalism/reporting?
The website, or even situation doesn't really matter -- we must lead by example.
We can't expect them to adhere to a set of standards and ethics if we can't.