I definitely get your point, and I'm not trying to be argumentative (well, too much at least) or worse but...
A) It did say trial. Now you are correct in that nowhere does this imply a time limit.
B) The said a minimum of two hours. I had actually raised my guess to 8-12 hours on twitter when Scott and I talked about this recently. This implies a "relatively" short time period is what they were thinking for.
C) This isn't named Season Ticket, for a reason. Don't put it past EA to bring back Season Ticket before the next Madden in addition to EA Access. EA proper is the king of double dipping and money grubbing practices.
I don't really hang out in the sports games forums proper too much, but everything about this (at least when taken together) was pointing to getting a (relatively) limited time with both Madden and all the other games they will offer in the future on this service.