Project Gray Company Site Launch

Electronic Arts has launched a new website dedicated to an unannounced next generation RPG currently code-named Project Gray Company. There isn't a whole lot of information available on the website yet, but you will find a video designer diary, some concept art, and a few details from executive producer Steve Gray on the About page. This blurb makes it sound like the team might be heading in the right direction:
The action takes place in a massive open world where you can go anywhere you want, and the characters in the world are powered by an incredible simulation AI based on the same technology used by the makers of The Sims 2. The story of the game is built around a series of Story Quests. You can choose to follow specific Story Quests, embark on a range of other types of quests, or set off on your own adventures in the massive open world environment. To creat this amazing new world, we have assembled an all-star team of RPG veterans from around the world. By combining our talents, skills, and passion for all things RPG, we are committed to optimizing the most state-of-the-art graphics and animation technology, the best character simulation AI, and our powerful new story mechanic to create an unparalleled new RPG experience.