EA isn't just doing this for their sports titles. So those of you saying "well i dont play EA sports titles so this doesn't bother me" are in for a rude awakening. They did this for Mass Effect 2 as well as Battlefield:BC 2.
I'm completely, 110% for this. If you are going to buy something used, you dont deserve the full package that a customer who pays full price gets. You should get what you pay for. If you want to save money and buy 2nd hand, then you should suffer any consequences that comes with that. If we are talking about a game, then that would be what EA is doing, extra DLC etc, if we are talking about a car then that would be mileage, wear and tear, warranty etc.