Clearly it's doing them a lot of harm in sales and I can't see them continuing with the same policy. XB1 owners are playing games for those allotted 10 hours and then not actually buying the game. First it was Need For Speed and now it's Star Wars: Battlefront.  I've seen it written here, on N4Gs and dozens and dozens of times on GAF and I can't see how this strategy is sustainable. It's not just isolated cases with these 'played it enough' comments, it's widespread and often.

EA must reconsider their policy because the one thing EA love above all else is making money and this must be losing them millions of dolars in sales. They've either got to reduce the play time by a huge margin or up the price by a huge amount.

I would need to see internal sales data to answer this question properly.

This is probably why PS4 didn't want EA access.

The amount of times I've seen it on GAF is incredible. I noticed it with Need For Speed first. Many many people stating they played it for 10 hours and it was enough and now I'm seeing it with Star Wars too. Demos were actually reduced or even completely stopped because some developers saw drops it sales and here we are with 10 hours of gameplay.

It could be actually. The first time I saw a mention about how demos can actually be detrimental to sales was for a PS2 game (I believe it was Wipeout). The claim was that some people are happy just to play the one demo over and over. Clearly Sony have some experience with this so perhaps they already knew what the backlash could be and wanted to make sure sales were always decent on the PS4.

What nonsense is this? We don't have any subscription numbers for EA access and just because people talk about something on forums doesn't mean this relates to anything happening in the real world.
That people try a game is also nothing new. Many sell games they don't want or don't like - with EA access you don't have to. That said it can lead to even more sales as you get a discount with an active subscription.
That ps4 sells more shouldn't be a surprise due to exclusive marketing rights, a bundle and ps4 having more units sold ww.
I think for consumers EA access has many benefits and I guess for EA it's also a good service as it pushes people even more to a digital future which every publisher wants.

There is no reason for EA to keep EA Access if the service is detrimental to profit. So, if EA scratches the thing altogether, then we will have the definitive hint that the service is detrimental to the sales of software.

We will see.

Of course. If anything is clear is that actually nothing in this case is even remotely clear, with assumptions based on n4g and GAF comments. 

A good portion of gamers can easily beat a lot of games within 10 hours. I'm sure that EA is evaluating it and their game sales. If EA does drop it, then we'll know that they were losing money with it.

I don't think they'll drop it straight away. They'll either increase the fee or reduce the amount of time you can play the games. Of course they could also limit what they put up on the service.