Wouldn't you still get the content from the Save importer?
It pretty much is PR talk because I honestly doubt their "happy" about this decision
There might be a small handful of devs over there who had to port to the old-gen as well as next-gen consoles who are very happy they can focus on just one set of consoles now. Conversely, someone may have lost their jobs if porting to the past-gen consoles was their only job. They would be very unhappy, for sure.
So yes, I think it's most likely that the developers are not really happy about this. They know people are bound to be upset. There is probably a degree of ambivalence since, "Well, people will be angry, but we can make the DLC we want to now and not worry quite as much about whether it will run on people's systems."
Trading in past-gen copies for newer-gen copies is a good idea, but, I remind everyone again, not every player likely is able to or wants to upgrade, for whatever their personal reasons. So what about those players left in the lurch? They can't trade up, but maybe they still want the DLC. What then? Gift cards? But that would cost EA too much money so I can't see it happening.