In game advertising
so where you have neutral store buildings / billboards / civilian cars in the game, strike advertising deals with real world companies to put up their stuff. Like a billboard with a Coca-Cola can and some Arabic script. Or civilian Ford cars. Or a McDonalds (they're actually everywhere in every part of the world, except maybe Iran / North Korea / regions of SubSaharan Africa). That kind of thing.
There are really two options of how to go about this, either strike these deals before the game comes out and make the billboards etc permanently of so-and-so company. Alternatively, you could have a subscription service where companies pay BioWare to have their ads show up on the billboards for the next update.
-Raise more revenue so you can make a better game
-The CC Generals setting, of all the RTSes, is probably the only one that can do this without breaking realism. In fact having modern day brands would probably enhance realism between the real world and the 2030s generals setting.
-don't want to overdo it, where every little village on every map is stuffed with billboards. then it gets annoying
-perhaps more work for the graphics guys