To me, it seems there is too much focus on the money aspect. This is a challenge with all persistent, interactive games; i.e., how do you continue providing content that keeps veterans (playing the game awhile - whale or not) continually engaged and playing the game from those who are newer?
You need to provide content that keeps those who've been playing a long time engaged - otherwise, your game is not sustainable. You also have to balance that with providing content that aspires and attracts new players. You can't maximize earnings unless you cater to both ends.
Sure, you can debate whether that content they are introducing accomplishes the above. But complaining about the fact that they are trying to make more money?
What would EA or any game company gain in catering to Free play only; i.e., players who will never spend a dime on your game? I know there will be people who will gnash their teeth at this statement as if I just personally attacked them but EA is not a not-for-profit organization.
I'm not a whale. And quite frankly, not sure what is a 'dolphin' is. I do occasionally pay for content though but I expected that going in. Like any other freemium game.
