What would EA rather do. Sell people an online pass that people may never purchase just because of the idea of paying to play a game you've already purchased online, which I don't see why 360 owners that use XBL Gold are so against the concept, or lose out on DLC that people may buy? I think they see it that if they no longer use an online pass, it's a positive image towards the company and they might have people that buy a few dollars here and there worth of DLC. Getting some money additionally is better than getting no money additionally.