Classic tactic that basically every single corporation has used. It's not the first time EA has used this tactic and this definitely won't be the last.
They claim they want to make this game more casual and single player friendly for the inevitable influx of players Episode VII will bring, but this change does the exact opposite. If a casual player doesn't have a good experience with your game they will won't spend their time, money, and effort to improve their experience they'll just find a new game because that's their nature. They don't tie themselves down with any particular game.