I was looking around and considering the debate. If we go on EA’s word, they haven’t set a new precedent. I think a lot of people are complaining simply because they are ignorant of the facts, or would rather just complain about something. However, EA could by lying to us, and the implication of this feature far more than what we are lead to believe. My point on that is that Sony got such a backlash for acting stupid, that this would surely damage EA’s credibility if they followed through on something like that.
The details that I’ve found is thus: EA tracks your views of in-game advertisement, and sends that info back to HQ. Then the ads can be modified to be better directed to the consumer.
I’m not big on ads (in fact, I despise marketing with a passion), but if you want to play the game, you get the whole enchilada. And this is minor compared to a good gaming experience (which is debatable by some…but if they don’t like it, don’t play it).
I heard many people complain that this was absurd, and that the price of the game should be cheaper. Maybe it should. But these same people have no problem with Google scanning their gmail account, cable tv monitoring their television viewing and ad consumption, etc.