IMO it's extremely savvy marketing on EA's part, but if you aren't interested as a consumer, you don't have to get involved at all.
The thing is, there's a scale of marketing "severity". On one end you've got a company just quietly putting out a product and relying on its own merits to sell it, and on the other, you've got basically mugging people. Neither is a great idea from a business standpoint, but there's no clear line on what's acceptable, and when some people think it's still okay, others are going to feel it's going too far.
What they're basically doing is taking their finished game, showing it to people, then removing content from it to try and goad people into giving them free advertising. It's like if Skyrim were about to come out, with the usual ten races, and then Bethesda said "okay, only 9 are playable when you buy it full price, but we'll unlock Argonians if you also tell all your friends to buy our game". Is it "savvy marketing"? Probably. Is it deserving of getting mad at them? Yes, it's that too. Between the release-day DLC and free-marketing bonuses it's not at all far off from EA simply declaring "we're raising the price from $60 to $80." "Why?" "Because we can. Deal with it." It may be a great move from a business standpoint, but that doesn't make it any less bastardly toward the consumers.