Of course people might lose interest and this game will die before the end of the year, but don't think there are any signs of that yet.
I think the main reason why they are pushing these big updates, is to keep people playing/hooked during the summer. Because as long as people play, a percentage of these players will spend money on the premium content, so EA can make money of the game.
I also think EA is forced to keep pushing new content, to keep these lvl 30 guys playing and not switching to another game.