The exception is for the small number of restrictive EA (REA) schools where you agree not to apply ED elsewhere or (in some cases) EA to some types of other schools. For those REA schools, you have to choose between applying REA there versus ED somewhere and (if applicable) EA schools restricted against.
Otherwise, apply EA where available, and apply early to rolling admission schools. Some schools fill up early, so later applicants face a higher bar for admission.