They need some way to hook players into the system for repeat business, but hopefully still understand that some people only want to do single player. So my wild guess is singleplayer/online integration. Perhaps we get to pick our race to play through the campaign (or skirmish) and the sum total of all that progress among global gamers changes a shared strategic map on the server. I think that's like those MMORTS games (I only have a vague understanding of them) but integrated into offline play.
I'm not sure how you'd make that meaningful without ruining the loosely directed campaign experience though, especially since game companies abhor the idea of creating content that users might not see depending on dynamic conditions. That's why it's only a wild guess.