Why is everyone against this idea? Just buy the game new, then you can play online. It is simple as that. It is effective against second hand purchases, pirates and will improve sales of all of their online-enabled products. It will also force shady dealers from being able to repackage used products as new.
Honestly, I think this is one of the smartest ideas I have seen be implemented to the industry in years, it is the kind of idea I think every publisher needs to pick up... Except Nintendo because all of their products are offline practically.
I cannot really say I am a big EA fan at all... Far from it. The only game of theirs I own is Mass Effect, and I got that for free and it was released before EA bought BioWare! That is not to say I do not think they are a good developer or publisher at all. I think they have been on a roll for these past few years really quality-wise, fixing up their sports franchises, trying new ideas and creating tons of new IPs, lots of stuff. Though, it has obviously hurt them, so I am not sure where they will go from here.