This is a money grab by EA pure and simple. It's smart business. If they can get more cash from the customer, more power to them. There are guys that would buy the latest version of Madden even if EA placed a big dog turd in there instead of a DVD. If they customer buys into it, they'll keep doing this.
I support a game when I can. I bought DJ Hero even though I could have gotten it from my friend who developed it. It was a fun game and the numbers sucked. They could use my business. I know the developers need to pay the rent. I get it. I paid for my disk. How I got it is my business. What's next ? I can't play a DVD without an unlock code from the studios ?