I don't like EA, and this does smell of PR and whatnot. However, that is not the basis for disagreeing with their stance here. It's a good thing that they've been doing this; you should be able to recognize that even if you despise them.
In memory of Topless Avatars Pertaining to Hotness and Titilation (TAPTHAT).
3DS friend code: 5155 - 2983 - 3034