I am in the exact same boat. My EA account is 13 years old and I have a decent amount of purchases on it (was an avid Battlefield player, my fiancé loves the Sims, I've enjoyed some of the latest Star Wars offerings as well as the occasional sports game). I understand that this restriction is in place for security reasons, but the inability to EVER change the linked account for the lifetime of the EA account for ANY reason is insane. The chat agent told me "You may try to link your new Gamertag with an another EA Account as there is no way to link it with the same EA Account." which is basically "Create a burner EA account so you can use EA Play". What good can this honestly do? This makes it so I will never spend a dime on DLC for any game in EA Play as I do not want to have to worry about security on yet another account (I already have to keep an eye on: EA, Ubisoft, Steam, EGS, Xbox, GOG, and Blizzard... now I add a SECOND EA account to that... no way). It also makes it so if I ever cancel EA Play I won't be able to carry over my progress to games that I may end up wanting to buy after my membership ends therefore... I won't buy games on the burner account.
This kind of policy makes me never want to spend another cent on an EA product considering the awful customer service. Googling this issue turns up stuff from as far back as 2016 so I'm not too hopeful this will ever change and that the "feedback" will always go to their "teams" (aka the recycle bin).
If anyone has been able to find an agent somewhere in the labyrinth of EA support that is actually willing and able to help them with this... please let us know.
Chat transcript for those that are curious (I didn't want to put the chat agent on blast or anything so I just replaced their name):
( 31m 39s ) Agent: Thank you for contacting EA HELP, my name is Agent, may I start with your first name please?
( 31m 49s ) Visitor: Hi Agent, my name is ____
( 32m 2s ) Agent: Hello ____, hope you are doing good. How may I help you today ?
( 33m 23s ) Visitor: I am attempting to link my Xbox Gamepass PC account to my EA account to activate EA Play. Unfortunately when I first attempted to link them, my EA account was linked to an old Xbox account that I no longer have access to. I unlinked the Xbox account and attempted to link to my new account and it is telling me I can only have one Xbox account linked in my EA account's lifetime.
( 33m 51s ) Agent: I see, thank you for confirming the issue.
( 34m 2s ) Agent: I will share the correct details about this issue.
( 34m 41s ) Agent: I would like to let you know that a player can link only one console ID (One Gamertag in Xbox console) on an EA account.
( 35m 9s ) Agent: If they unlink a Gamertag and try to link the another Gamertag on the same EA Account, it will not work.
( 36m 44s ) Visitor: I understand that but I do not have access to my old Xbox account. There is no way to link my new Xbox account to my EA account at all?
( 37m 36s ) Agent: You may try to link your new Gamertag with an another EA Account as there is no way to link it with the same EA Account.
( 38m 4s ) Agent: Thanks for understanding.
( 38m 5s ) Visitor: Even though all of my Origin purchases are on my current EA account? That seems like an incredibly restrictive policy.
( 39m 38s ) Visitor: That also really incentivizes me to no longer purchase anything through EA's storefront if I'm going to have to juggle multiple EA accounts.
( 40m 16s ) Agent: I can understand but unfortunately there is no option to link the another Gamertag on the same EA Account but if you want, I can take this as a feedback and share it with my team.
( 41m 28s ) Visitor: Feel free. I will also be sure to share this with my connected social platforms. This policy is not well communicated and honestly if there is no way to fix this for people like me with legitimate use cases it seems like EA's apps should be avoided.
( 42m 26s ) Agent: I totally understand your point and be assured, I will share your feedback from my end.
( 42m 27s ) Agent: Please let me know if I can help you with anything else.
( 42m 39s ) Visitor: Nope that was all. Have a good day.