Andy Chalk said:
There's no arguing the point that gamers didn't respond to it, but while this is good news for those who were staunchly opposed to the concept, it does leave one rather important question unanswered: What comes next? I don't believe that EA is so institutionally evil that it will be compelled to come up with something even worse than Online Pass, but there's no question that it's going to come up with something. "We're still committed to creating content and services that enhance the game experience well beyond the day you first start playing," Reseburg said.
Next-Gen consoles with these kind of systems integrated I'd say.
One option is that they killed it because "it didn't show any success", the other might just be because they will soon no longer need it and they can get some PR out of it while they're at it.
There's no need for "Online Passes" on PC for instance, since they pushed Origin down every EA-gamers throat, where they have to register the game in the first place for it to work.