question, assuming this isn't just spin about it being DLC, would you prefer that they held it a month and charged everyone for it? Would you feel differently if they announced it this way before everyone found out about it?
If wishes were fishes I'd have sushi for dinner, but as of right now, what's happening is day 0 DLC that's free for new purchasers and not for used purchasers, which is an online pass. I didn't agree with online passes on The Saboteur, Dragon Age Origins, or Mass Effect 2 (which I bought new, all from EA).
I don't agree with them on other publishers games either. I think the only online pass game I've ever purchased used was the newest Ratchet and Clank (actually, it was a birthday gift, but the gifter purchased it used). But I still don't like the idea of it.
Incentives for buying the game new (like free DLC) are not the same thing as locking out entire modes when you buy used, such as when online multiplayer is locked out.
Okay, well, by that logic Dragon Age: Origins did not have an online pass, and neither did Mass Effect 2, and neither did The Saboteur. Despite all openly being part of EA's "Project Ten Dollar".
I mean, like I said, it's good that used buyers will get a full (and probably pretty great!) game. It'd be better if they also got this "bonus content", which will be available day one for free for new buyers. I'm significantly less troubled by dumb cosmetic stuff like TF2 hats or pre-order exclusive +1% daggers of badass that many games have.
I also don't think TF2 hats are a great comparison since you can then resell those hats, often for more than the price of the game, and used copies don't exist on PC.