EA won the most hated company award because video game players are dramatic. Charging $5 for a launch DLC is a drop in the bucket compared to the ways that some larger more critical companies can affect your life.
[1] https://en.wikipedia.org/wiki/Controversies_of_Nestl%C3%A9
[2] https://en.wikipedia.org/wiki/Chiquita#Criticism
To me, the constant criticism of gamers over the issue reads like shilling for that pathetic open letter EA put out in response. Classic deflection from a toxic entity.
And they sit on a lot of good franchises and they literally do nothing with them.