It's easy to say "just don't spend the money" when you haven't played the game. I've been a casual player of the game since April, and I must say, this is the definition of bait-and-switch. The business model of cheapening everything, but forcing players to buy them, is a horrible one to go buy. Given it's accessibility and cartoony environment, this game attracts many younger kids who find paying for items online a huge hurdle.
Also, to suggest that they weren't making money before is simply wrong. I had mentioned this in another response here on /., but I'll say it again. In the actual forum post, Ben Cousins has clearly stated that it's not an issue with money but rather with a sustainable business model. Also not mentioned here was a previous interview where he had stated that only 5% of players would need purchase clothing items for them to turn a profit. As a player, I can tell you they clearly were not in the negative. Most likely, some corporate heads at EA called DICE and said "Hey, we're losing money from our other shitty games, so you need to pick up the slack".
To do what they did is not illegal, but it sure as hell is professionally unethical. It's a great game, but doesn't have enough to offer to keep it's fan base. Trust me, the fans aren't going to just swallow this one.