It's definitely a good move for EA. A lot of these "anti-piracy" DRM's end up hurting their actual customers more than the pirates. In fact, some of them border on making a game unplayable, or severly hurt the enjoyment factor.
Take Capcom's Dragon's Dogma. Fun game, great gameplay. Problem? Online tied account that only allows one character per game/console owner. It's a freakin' RPG. I always like to make multiple characters, or start a new save and play from the beginning again. To start a new game you either have to delete your old save, or back up your save (negating future trophy collecting), delete it from your console, then start again. Sure, you can play through new game + with your uber character, but IMO it's not as much fun as having multiple saves. It's caused me to play the game a lot less than I would have otherwise, and think twice about getting the sequel which would normally have been a no brainer.