I've spoke with the technical Support and they couldn't help my with this issue.
The 'excuse' was that DRM is used to protect IP from piracy. But this has exactly the opposite effect. Next time instead of being a customer, I'd rather try to pirate the game (or not play at all) since it provides a better customer experience not having to deal with such problems arising from 'owning' the game.
Specially when considering cloud services, with many users only having this option available for them. As a consumer, I'm inclined to stay away from EA for the rest of my life. If at least the support team could lift this lock, I would be feeling better than now. Since they can't, it feels like I've been cheated. Therefore in a business context, I'm not a returning customer!
This is a terrible business proposition, and some execs might even argue that it affects only a small share of their revenue, but this small-shares little by little will cut away a huge share of the business. Specially considering that EA has had a long bad rep in the last decade, being awarded 'the worst company in America' multiple times. EA needs to reconsider it's policy!
Penalizing customers while trying to secure revenue IS NOT a sustainable business practice!