The scheme will be replicated in all EA Sports titles going forward. As executive Peter Moore puts it, the move is all about accelerating the company's commitment to enhance premium online services to the entire robust EA Sports online community. In other words, it will help them rake in bigger profits. It may sound shady but for EA business is business, and it's not the first time something like this has been tried. Sony did something similar with SOCOM: U.S. Navy SEALs, while Dragon Age: Origins and Mass Effect 2 both included bonus content for new buyers only.
Used game purchasers will get access to a 7 day Online Pass trial, but after that you'll have to plunk down extra cash to get the full experience.