Aw man, and here I hoped this game would actually survive. With WoW as a competitor this is really not the way to go. Now it's doomed to die after 6 months. EA, stop acting like morons. Seriously, you know better than this!
That said, this new service does seem quite nice. Now that Steam has partnered with Sony, an EA/M$ partnership could prove interesting. I think Origins will flourish, but SW:TOR will crash and burn long before.
A note here, this has to be the most expensive project that EA has ever started, and will be backing it up like all hell. TOR cost them a few hundreds of millions, this service will probably run them around double that amount if they're gonna add non-EA games to it. So even though we all know that TOR will die because of this, and only this, it's sure as hell not gonna go quiet.