My product does a similar, but not identical thing. We ask the user for feedback (not modally), and if they decide to, we ask whether they like it, neutral, or negative. This is tracked with analytics, so we have an idea what people answer. When first built, the next step was to ask everyone to send us an email with any feedback they had. After about a year and a lot of positive emails, we decided we'd ask the positive users to rate us instead. It doesn't feel black hat to me, but maybe just because we evolved to this point. I certainly do feel uncomfortable with the cynical interpretation: that we're purposefully segmenting our users to avoid bad ratings.
I think what EA is doing is different from us because they're using stars, which are linked to App Store ratings for users, because it's 5 stars or nothing, and it looks more likely that they truly are trying to avoid sending detractors to rate the app.
But if you squint a little, they are basically the same thing. And it isn't a pattern I want to see takeoff. So, I'm conflicted.