Remember the marketing for this game - "your game, your way". Yeah, right. The two things that the absolute majority of users want EA to deal with is: 1) cheaters in the game (been going on for years, and nothing, absolutely nothing is genuinely done to deal with them); and 2) the servers (if further proof were needed, look at the outage that just occurred).
I'd add a third one and it's not even gameplay, matchmaking, or a whole load of other ongoing issues in the game; communication. EA's communication is absolutely appalling, especially for a multi-billion dollar company. Whoever is managing and writing your content - get rid. Whoever is obstructing open and transparent communication with your customers - get rid. Moderators on forums (yep, I've been one in a commercial, global business) should be well informed so that they can pass on that information to users. In short, EA should be customer-led, not developer or influencer led.