I love the "it's a big threat". Competition makes the game better. That's why there's a Playstation, Nintendo and Xbox. Each are awesome in their own right and each are weak in different areas as well.
So EA is not going to "give up", they will add in more content, whether its multiple levels, a new event, a new permanent expansion, whatever. They will get it figured out. Also the people that have bought donuts will not easily just abandon ship either. I paid for the experience, and I'm not just going to drop off the game at the flick of a switch. I may tone down my purchases, but I see myself in there for the long haul.