Well it is EA after all, that and well the MMO community as whole has spoken. No one wants to pay subs anymore, whether the game is good or not, and the industry is all but free to play. Of course there are exceptions. But they do need to make money like you say, and the best way now a day is to milk people that like to play dress up in games.
Don't get me wrong, I do see some advantage of F2P, but overall not a fan. I do like being able to leave and come back when I want to see if games have improved without having to drop some cash.