[Ronnie]

Found this information while me and Uzi was looking around at Battlefield 3, found this quite important and personally think it's a brilliant decision!

What was the EA Online Pass?
Online Pass was a unique, one-time-use code included with new EA games that allowed EA players to access online features. If the game was not purchased new, the online pass code might have been used already and the player would need to purchase a new Online Pass.

Do I still need an Online Pass to play multiplayer games online?
For new EA titles, Online Pass will no longer be needed or included. Additionally, we are in the process of eliminating Online Pass requirements from existing EA games. This process will take several weeks. For some games, the prompt to enter an Online Pass code will no longer appear; for others, you will still need to download and install an Online Pass, but they will be available free of charge from the Xbox LIVE Marketplace or PlayStation Store.

When will specific games have their Online Pass turned off?
The latest releases of EA SPORTS games are the first. Over the next several weeks, Online Pass will either be removed completely, or will be available for free in the PlayStation Store and Xbox LIVE Marketplace.

Please note that our advisors will not be able to provide you an Online Pass code before that game's pass requirements are disabled. We appreciate your patience.

Why did we decide to do this?
We listened to the feedback from players, and decided to do away with Online Pass. We hope that eliminating Online Pass will allow more people to play and enjoy EA games for a long time to come.

SOURCE

[Guardian]

Thank goodness! That was the biggest piece of crap experiment ever.