I think it's kind of funny. Basically: "EA isn't making games for gamers, they're making it for people who don't play games but might buy them anyways"
Although I am uncertain, I think EA is going for Cellphone/Facebook/Mobile players specifically and are trying to pull them into console gaming.
I think the whole microtransaction business started on Mobile gaming, which I think is something that EA has been keeping an eye on for quite some time and it (microtransactions) is one of the first things that EA started copying from the Mobile gaming model.
From a business sense it'd make sense to want to attract people that love spending money just so they don't have to "wait 30 minutes to be able to play the next level", imagine having big spenders like that playing a console game laced with microtransactions?
Now if I were to think about someone that only plays Cellphone/Facebook games, I'd think that they'd be completely new to shooters (which is what EA publishes the most of, with the possible exception of sport titles) and might find them difficult. As far as I am aware, Mobile games are pretty willing to hand you things as long as you pay for them. I think that EA's plan here is to lower the difficulty by an absurd amount and pull in those players and then a few titles on down the road they might include a microtransaction to where you can pay to either skip levels you can't beat or that makes the game even easier (enemies just stand still for a certain amount of time).
Those of us that like to game on consoles (by the way, I've been lumping PC in with consoles every time I say console. Maybe I shouldn't, but I have) are going to be the one who pays the price when this nonsense rolls around 
What makes things even worse is that the fact that other big companies (Ubisoft and Activision) are watching whenever EA does something and always follow suit whenever EA proves to be successful and that they can get away with it (no instruction booklets, season passes, and multiplayer passes).
TL;DR: we might see gaming change for the worse because the big companies aren't happy with the number of consumers (got too greedy), would rather appeal to people that don't game (or do so in the same way that we do) and are completely willing to ruin their existing consumer base's experience to do so.