I think you need to remember that this is EA and they have repeatedly proven themselves to be utterly incompetent as far as launches are concerned. I can't see why this launch would be any different.
The way they have handled this beta has been a disgrace. Instead of rewarding early preorders and locking beta licenses to origin accounts, they have encouraged exploitation by issuing keys that can then be hocked on eBay. For such a large corporation, they seem to know nothing about customer service.
You would have thought that they might want to clean up their PR a little but what with this, BF4 and the mobile Dungeon Keeper, they seem destined to cling on to their reputation. I just don't trust them not to screw this up any further.