It's $2 for 4 hours, then I think $3 for a week and $15 for a month. My concern here is when EA realizes people are hooked. That's when quality decreases, price increases, and people are too apathetic to take a stand (the reason EA's been so crappy over the past 5+ years).
Nah, there is pretty good precedent set for subscription services. Looks how Netflix backed off raises numerous times over the years. Gamers are an even more fickle bunch so they'd kill their own service if they got greedy. Plus, it's basically "found money" for them.