I like the way EA are handling it by readily making their support available. They've certainly changed their image in my eyes.
I still have a core problem with how the Battlefield series is being handled.
I've always had no problems w/ their support, in the past - it's actually excellent. Never ever had problems w/ support, over the years.
One time, I had one game I tried getting activated on Origin (b/c it's old - I think it was Sims 2) - and the support rep asked me if I more EA games that needed activation! I told him, "We'd be here all night and maybe for days b/c I had such a huge collection." He accepted the challenge and wanted to do it. I said, "I got nothing better to do - you sure you want to do this?" I think he basically wanted to see what I had for games + keys, since I was a long-time EA member and wanted to see if I wad for real. Literally, I was there for a few hours, giving them my CD keys (of stuff Origin hadn't added yet for activation or maybe won't even add) - and they supplied me new keys to get them onto Origin and were amazed at my EA Collection - LMAO!
Maybe it was a slow night at Origin? I don't know!
I've dealt w/ EA before w/ trying to get activations on old keys and usually succeeded - but never like that!
I also had to deal w/ EA when accidentally activating wrong version of Bulletstorm PC - I activated Japanese version, not English; they pulled it from my account, gave me new key, and told me to activate top version in English.
And when I bought Dead Space 2 PC not too long after it's release at a half-price limited flash deal when it was in my cart at half, they charged me full price in the e-mail + charged my CC at full. I contacted support via phone - they refunded me some money on the CC + even gave me some money back - and it wound up being $20 even...instead of $25 plus tax. Awesome.
It's the decisions from the top normally (the suits) and other nonsense that drive me nuts w/ them - what they use for DRM, how they deal out DLC at Premium pricing, not having Re-Release Ultimate Editions, how they close Studios, and other business practices.