It seems quite high, but I suppose it's possibly due to EA being optimistic about the product in 2010 and willing to pay for overages.
These days, it's pretty common to see SFX hours using sub-contractors, and when the project goes over budget to say, "sorry, there's no more money, and we can't pay you what we owe until you finish the project anyway."
I would be surprised if someone could get away with charging 10 million for a trailer short like that today, even one as good as the ones Blur did. There are too many SFX houses desperate for work that will undercut each other to bloody shreds. Even ILM is feeling pressure.
On the contrary it still happens pretty regularly. See the one ESO contracted Blur to do. Their prices have not gone down.
You can see a small sample of their work recently here: http://www.blur.com/