... you might end up innocently browsing Facebook and finding something like this. There went my good mood for the evening.
I don't like free-to-play models. I want story updates, not a cash shop filled with silly hats to extract money from "ooh shiny" impulse buyers. I suppose that not much will change in the immediate future if you continue to pay a sub, but in the long run this is likely to lead to a development direction that I'm not really interested in.
More than anything I'm disappointed in EA basically calling the current fans of the game fools for continuing to support it. Regardless of whether there are good F2P games or not, no business changes from charging for its product to giving it away for free unless they think that it's so bad that it's not worth paying for.
I also don't expect this to be good for the company's bottom line. There's got to be a reason you never hear anything about how much money F2P MMOs make after the initial duh announcement of "wow, so many more people play our game when we give it away for free". I expect that they'll regret this once previously happy subscribers cancel their subs and the people who didn't like the game enough to spend money on it before will continue to not spend any money on it (while still hogging server resources).