People consider values for different things. As we're establishing that fact, someone else's "I don't care money" is someone else's "I need to consider my choices more carefully" money. $30 is not chump change for many people. But, I do have the money. For me, it's about principles. I don't support companies that are consistently treating the very consumers that buy their products poorly. Supporting them in ventures like this means I would in some sense be endorsing their behaving, saying it doesn't matter what they do because they know they can always depend on my cash.
There are also other considerations that factor slightly, but when put against that larger principled stand get magnified. For instance, I don't trust EA, so of course I am not comfortable with the idea of my purchases being beholden to some digital service of theirs, waiting to disappear into the ether the second they give up or quit or close shop. These considerations are real.
I am not discounting at all that others may find it valuable, and don't care how distrustful EA has proven to be. That much is clear, there are people who just don't care. That's why this is a discussion forum though, 'cause it's a place for us to share our diverse opinions on the hot topics of the day.
I probably would be less engaged in this topic were it not for the severe implications of EA's service being a success. If they are successful, other publishers might jump on board with their own service. And the path that leads this industry down is a perilous one indeed in my view.
All that said, I still think Sony should have allowed EA to do this, and let the customers decide if it was the appropriate value and if they trust EA. I would side with the customers won't don't trust them, since they have demonstrated at a neverending rate that nobody should, but that doesn't mean I believe the choice should be taken away.