I know this sounds very naïve, but if I ever had my small dev company and we did a game for someone like EA, I'd rather spend every night I'm working on it to work on the game than allow my team to go through Crunch Time, that's the worst thing I can think of and it needs to stop.
Again I sound naïve and I probably won't do it because I'm lazy, but still, I like to think I would.