The definition of words is very important. We need to resist the tendency to redefine language even when it's done relatively innocently like in this thread. There is a huge difference between something that you think is unfair and something that is unethical. Even if something were absolutely unfair, it still may not be unethical. The idea that "not nice" = "unethical" is as seriously flawed as the idea that the world is supposed to be fair.
To answer the OP's question: Would I like it if EA did this? No. Is it unethical? Absolutely not.