I've written out a bit about microtransactions, I'm not sure if this is what OP was looking for though. On this topic, while I do personally hate microtransactions, probably more than anything else that's in fashion in games these days, I really can't say EA are the sole offenders here. It seems that almost every big publisher (Ubisoft, Activision, Eidos/Square et al) is shoe-horning this poison into their games just as much. Anyway:
MICROTRANSACTIONS
What it is : Small, in-game purchases (usually under ?/$ 3) that are do not add enough to be considered expansion packs or ordinary DLC.
How it's implemented : They are often numerous, perhaps tens or even hundreds of small additional items (it could be weapons, character skins, a new level or even just in-game currency) that you can buy. They are completely non-essential although usually more effective than the items given in the game for free. Some "freemium" model games are severely hindered if you do not decide to pay for them.
Why it's good or bad : It misleads consumers on the price of the product. Often, since they are so numerous, for a single game you would need to spend more than the price of the standard game to get the complete content. They are also generally disproportionately expensive compared to the cost of the game itself and the prices never drop. They also give an uneasy feeling of penny-pinching as developers are trying to collect these tiny amounts of money. When players have paid for their game, they generally do not want to see advertisements to pay more money. Some players feel it breaks the spirit of the actual game as well when it allows people to pay to make the game easier instead of making it easier through skill. The prices almost never go down either, meaning players can't simply wait to pick them up in a sale.
Relevant examples : Mass Effect 3, Dead Space 3, The Simpsons Tapped Out, Battlefield 3, The Sims 3
How to improve : Remove them. A better idea might be to include smaller items like these as part of larger expansion packs. This has been done in games before. The Sims expansion packs always included new items in addition to new gameplay features; the same goes for Civilization where expansion packs include (in addition to new strategy systems) many smaller things such as new civilizations and maps.