Yes they absolutely paid for the development of the web-enabled features, but there is no direct correlation between your NCAA 11 $60 and that getting done. That $60 became EA's money period, not NCAA money. By that token anyone who has EVER purchased ANY Electronic Arts title EVER is entitled to some special treatment for NCAA 12 because a penny of their money may be involved in its development. Its a great concept but it doesn't work that way.
Yes, I understand budgetting 100%. And yes, McDonald's needs to make money to stay in business, but you are not buying development time, you are buying a burger, plain and simple. McDonald's sets a price based on what they need to cover their costs and make a profit, but this isn't like the old "I pay your salary with my tax dollars" argument, you chose to buy a burger, you can't call up McDonalds and demand they change the way it tastes because you have some stake in their company having spent a few bucks there. Same with NCAA, you are entitled to nothing because you bought a previous game. That $60 bought you NCAA 11, there are no future guarantees.