Let's not get it twisted here - nothing is being "given" to us. We are, by definition, "consumers" because we PAY for their goods. When game developers start "giving" games away then I'm sure you'll hear a lot less criticism and much more "appreciation".
Also, EA isn't releasing the "free" roster update out of the good of their heart - it's an attempt to hold on to their consumer base because their competition released a superior product. Not my problem.