Actually, this reminds me of the old shareware concept of the early 90s.
Get Episode/Act 1 of many games - Jazz Jackrabbit, Wolfenstein 3D, Doom, Commander Keen, etc.
If you want the full game, pay for it.
I think it is something that true gamers won't embrace these days, but the casual audience will. DLC is fine and should remain as it is. Some of it gets ridiculous, but it still serves the purpose that expansions used to serve.
It's mostly about showing off anymore these days.
"Yo. you get the new maps yet? No? You suck lolol"
"you have this character downloaded? No? OMG you are missing out lol"
There are few games I own where the DLC has been worth it. Off the top of my head, Oblivion(Shivering Isles and Knights of the Nine). That DLC added to the actual content of the game. Map packs, characters, cars, etc. just give the impression of new content. I have bought map packs for CoD then always felt like a jackass because everyone plays it for like 2 weeks, then go back to the older, better maps.
I dunno, went off on a small soap box. If people really want to pay to have content unlocked on games, more power to them. That will change the industry in a way that will make most people about mid 20s and older go "lolwhat?".
I won't support it. The only EA games I have bought recently(talking past few years) are NHL 09 and Dead Space 1 and 2, Battlefield BC 2...That's it, so they really won't lose much from me if they adapt this policy in the worse way.
Only time will tell.