thats not true in this case though. DICE and marketing was pretty unified in the beginning, "this is a game that celebrates women in gaming" - the SP campaign rewrites history so its a mom and her daughter that prevented the nazi's from getting heavy isotope water for nukes in norway, not a group of men (what really happened). The initial marketing push was about cyborg woman and her saving europe in WW2. Thats marketing + dev working together.
Then a huge blowback occurs, everyone says fuck off DICE, and both devs and marketing scramble to change BF5 so its more "oh no, this is about untold stories of WW2". Which also ends up being really false, its the most basic WW2 shit ever, with the maps set in early 1940s and only involving England/Germany. The "untold stories" of WW2 are the Russian front, the entire Asian Pacific Rim, the North African campaigns, the Greek/Turkish front, the italian resistance, etc. None of that is touched in any way in BF5, they focus solely on what everyone already knows about WW2 - nazis fighting the english in occupied france.
BF5 is the story of a company that wants to simultaneously be popular with EVERYONE but also simultaneously doesn't really understand its target audience at all. And a parent company that is so afraid of its market that it doesn't know what to do anymore and provides absolutely no supervision anymore.