Considering the cheesy shit publishers have done to increase profits from sales with on-disc DLC, preorder bonuses, multiplayer passes and the like, none of which EA has any qualms about implementing into their games, I find it odd that it took this long for EA to come to this decision. Brings me back to when Activision's CEO Bobby Kotick openly fantasized about making every game subscription based.
Honestly though, I don't mind that EA is trying this. Publishers don't exist to bring us quality games, that's what developers try to do (some, anyway.) Publishers exist to squeeze every last penny out of IP laws that they can, and tack whatever contrived bullshit onto their games that they think they can get away with. Remember these? Publishers are more often than not just like loan sharks, only where the mafia tries to hide from the scrutiny of the DoJ, corporations can just pay them for even more invasive copyright laws. And if you dare oppose it, you're an un-American anti-capitalist who hates successful people and heartlessly steals from the efforts of hardworking programmers who pour their hearts into their work. They've practically got a free ride at this point.
No, what bothers me are the people who buy into this abusive relationship with people who sell intellectual property. Or lease, I should say, since apparently you don't even own software that you purchase. As long as there's a market that will kowtow to this sort of behavior, IP owners will keep pulling goofy shit like this. And they'll come out winning.