Just wanted to mention how easily this went for me, when I reinstalled my phone. The call to Bioware took 6.5 minutes, most of which was spent trying to figure out which menu option to use (I used technical support, then 5 to speak to someone in the end).
The guy I spoke to was polite, friendly and helpful. He got it done in about 30 seconds. Top marks for support, but a very poor phone menu system.