Seems like people are jumping to hate a little prematurely, as often happens with EA. How do we know they won't refund the cost if you buy the full game? That would be an excellent idea, a couple of times in the past i've bought games only to find i didn't like them after a while, these demos would overcome this issue.
Also, how do we know there won't be free, short demos as we have now that then charge a little amount of money to continue if you want to?
Also, how do we know there won't be free, short demos as we have now that then charge a little amount of money to continue if you want to?