This is great news, and a massive step towards more solid ownership of digital titles. I've always thought that EA have legitimately tried to give people what they want, albeit whilst aiming to make plenty of money. Admittedly this lead to project ten dollar, but it was an experiment - and now a buried one at that. I think it's hopelessly, laughably cynical to say that this is some method of 'trapping' people who 'don't know any better' into the Origin service 'aka hell on cyberspace'. I think EA are trying to make their service a pleasant one to use, and the customers will come.
Which is good for me. So, good for you, EA.