Already commented on the matter, but it bears repeating.
Project 10 Dollar was launched to discourage people from buying Used Games for reasons that I hope are obvious.
There was nothing innately wrong with that as far as I'm concerned, and it's an old topic so I won't retread any more old ground than necessary.
Discontinuing it sounds like a big boon.
It isn't really, consider:
1) The current generation of consoles are coming to an end.
2) It is all but certain that the next generation of consoles will use an account system that kills Used Games innately, making Project 10 Dollar obsolete.
This isn't to say the move is bad; there is nothing wrong with it, but it isn't some divine gift on EA's part.
It's a good PR move more than anything (and boy does EA need good buzz), and a clever one both now and for when the new systems arrive.
(that and charging 10 bucks for online passes for the games on the new consoles would generate some bad press and controversy to say the least)