This right here is the difference between entitlement and consumer rights. Consumers have rights to decent customer service. Their product shouldn't be broken, it should arrive when it is said that it should, it should be usable according to the terms and conditions set out for its use. I don't have any experience of GFWL, but what I've been told about it is not exactly complimentary, and I can see why people would ask for it to be removed. Also, the method of going about it. Instead of throwing a hissy fit, sending hundreds of cupcakes, or whining on forums, or doing all the petty shit Bioware fans have been doing, organising a petition and sending it to the company, as is practiced in mature adult society.
Entitlement is when you don't get exactly what you want from an entertainment medium and decide that the correct and adult response is to go completely insane and forget for a moment that you were (hopefully) raised to be a civilised human being. Flinging insults, declaring 'ruined forever' (I think anybody who seriously makes a ruined forever argument should be banned automatically from anything related to the company or product. I mean that seriously), and all the other things that we have seen the 'ReTake' movement are the acts of spoiled children.
Lets compare it to another toy. GFWL is like buying a LEGO set, and then finding that the LEGO set doesn't have all the pieces, and also someone comes and takes them away from you mid-construction for an arbitrary amount of time. When this happens you are well within your rights to say 'no, not acceptable.'
Mass Effect 3 is like buying a pirate ship LEGO set, finishing it and having a great time doing it, all the pieces in place, instructions clear, no interruptions, then getting right to the end and deciding that because the flag is a skull and crossbones instead of a skull and crossed swords you're going to break the pirate ship and write abusive letters to the LEGO company.