The basic issue here is that people are forced to endure EA's tactics if they want to play EA's games. It's a matter of "endure or go without". When it comes to things like Origin or Microtransactions, EA is intentionally overlooking that a lot of people hating on them are those who used those systems and hate EA for being made to deal with them. 45 Million users on Origin doesn't consider how many of those people wanted to install or use Origin compared to those who were forced to do so in order to play the games. EA didn't really include a effective way to "opt out" and when it comes to microtransactions it's a matter of "either pay more for the full product, or to not be inconveinenced and forced to waste time grinding and not enjoying the game due to our tacked on mechanics, or suffer". EA is great about talking around the issue of Microtransactions by claiming they are extras or "enhancements to a game someone already likes" but we all know otherwise when they are developed alongside the game, or represent things shaved off of the game because executives believe they can charge more for it. The plot-integral Prothean squad member in "Mass Effect 3" is a classic example, as is the whole "Microtransactions for salvage" system in Dead Space 3, where technically it's not cheating to exploit a "glitch" to get around this (if you find it) but basically you need to spend extra hours doing nothing but grinding if you want to avoid having to pay more than the $60 price tag for the game in order to get everything the salvage system allows.
In short EA deserves the distinction they are facing, and I find it oddly disturbing that they are so quick to dismiss the criticism. Of course then again they doubtlessly figure they have a bunch of gaming addicts to exploit. It doesn't matter of sheep object to being sheared, or junkies don't like having their fix cut with crap, if people want what they have they are going to have to endure it. The fact that people who want to play EA titles can only get them from EA in their mind means they can do whatever the hell they want. Especially seeing as it's a luxury good which so far puts them beyond any kind of regulation.
As far as the LGBT issue, I'm not going to argue the specifics of that, but I do feel the need to point out that despite what a lot of people might want to believe roughly 50% of the US population alone is anti-gay, and that goes up substantially when you look at things through a wide enough global lens (albiet involving a lot of countries EA probably doesn't do direct business with). If EA decides to take a side on an issue like this they should expect backlash and it to influance their perceptions. If you listen to the media it's easy to convince yourself that there is some kind of clear majority or supermajority supporting gay rights, but that's hardly the case. There is a reason why most businesses approach the situation cautiously. Few people had much of an issue when there just happened to be some non-heterosexual options in the games, but when EA allowed itself to become a flashpoint for the issue of LGBT entitlement it took on a whole differant meaning. This is ultimatly a side issue, but basically EA should have expected the response, and at the end of the day taking sides the way it's done has legitimatly pissed off a lot of their customer base whether they (or other customers) like it or not. That said, this in of itself wouldn't have had much of an effect overall, since even people who were hardly pro-gay were playing these games even if they found the content distasteful. EA mostly tries to use "political bravery" as a shield here, to try and cover up for the fact that it's their business practices that are really pissing people off.