The way it's marketed, and has been for a long while, is that they're selling only one product: The Game, and possession of The Game entitles you to use their online servers.
With this move, they're trying to split it up into two products: The Game, and Online Access, but they don't make the distinction when you buy the game new, only when you buy it used. This borders on violating the first sale doctrine, because the product becomes crippled or partly used-up when you purchase it, for no good reason.
I can understand EA perfectly, they wish very strongly that they were in the business of selling services on a per-month basis, but they are in the commodities business where they sell stuff, and their rights to dictate what can and can't be done with said stuff expires when it's sold.
There are a few companies (Autodesk?) that try to maintain that their commercial software licenses are non-transferable, but they usually get told to stuff it when they try to stop people from buying old licenses. I am slightly worried and curious as to why you seem to think that non-transferable commercial licenses are a good idea?