When I buy your game, you get money and I get the game for the remainder of my life and the remainder of its life (whichever is shorter). When I decide I don't want the game for the rest of my life, I can sell the rest of the games life to someone else. This is how it has always been, and how it always should be. This is a perfect example of destroying customer value, for no gain to the customer, in an effort to make more money for yourself. Imagine if real estate developers did this, and forced one room of your apartment to close each time a new owner purchased it.
I hope EA's sales plummet and a rival company who RESPECTS and VALUES their customer take EA's market share. I for one will not be purchasing any more games from EA whilst such practices are in place.